Diesel introduces Only Desireher first fragrance dedicated to women, launching the product with Dove Cameron as a global ambassador. This launch marks a new Diesel era dedicated to redefining female appetite and magnetism for contemporary culture, celebrating female desire as a vital force that drives empowerment, creativity and self-expression. The brand presents this inner fire as a transformative, definitive action rather than an urge to suppress or execute, arguing that a woman’s wants and needs are rights to claim and express on her own terms according to the manifesto: “My wish. My power.”
Florence Lautredoua coach, psychoanalyst and author, notes that society and philosophy have historically viewed desire with suspicion, encouraging restraint in expression, particularly for women. Today, the culture understands desire as a vital inner force that drives movement, creativity and self-expression, allowing Diesel to celebrate a modern vision of desire that is owned, chosen and lived on its own terms. Creative Director Glenn Martens states that this new chapter captures Diesel’s DNA through a statement of confidence, freedom and self-expression. She notes that the fragrance is soft while leaving a bold presence, reflecting a natural duality in the face of the Dove Cameron campaign, combining intensity and softness. Sandrine GroslierIts World President Luxe perfume brand at L’Orealadds that the first women’s fragrance designed with Glenn Martens celebrates a generation of women who embrace instinct, define identity and turn desire into power.
The brand presents Only Desire in transparent, sculpted, smooth glass with a silhouette inspired by an orchid, symbolizing femininity, durability and sensual vitality. The bottle results from savoir-faire, containing a deep red perfume that shines inside the container. An Oval D galvanized steel punch pierces the glass, transforming the bottle into a jewel and representing non-conformity.
Master perfumers Nelly Hachem-Ruiz and Paul Guerlain reinvents vanilla, revealing an unexpected facet called Metallic Vanilla. Orchids melt into a sustainably grown Bourbon Vanilla Signature from Madagascar, obtained through state-of-the-art liquid extraction for an intense, animalic profile with slightly smoky balsamic undertones. AmberXtreme and a metallic knife of platinum aldehydes forge this Metallic Vanilla, reverberating through the tap of the bottle leaving a long lasting, unforgettable trail. The base contains a Desire-Trigger Accord designed to evoke the moment when desire awakens and emotion turns into movement. Nelly Hachem-Ruiz states that the combination of vanilla with sharp metallic aldehydes captures the intensity of a pure moment of intimacy, while Paul Guerlain explains that the metallic aldehydes act as enhancers to boost diffusion, exposing the sensual volume of the amber vanilla base.
Dove Cameron represents modern femininity as a bold, emotional, unfiltered and unapologetic cultural force who previously worked as a Disney star. After opening for Dua Lipa on her Radical Optimism Tour in 2025, Dove is preparing her own world tour for the summer of 2026. She serves as a trusted voice among Gen Z who values emotional honesty, creative freedom and fearless self-expression.
cinematographer Amber Grace Johnson directed the campaign film and photographer Harley Weir shot the visuals, capturing the campaign for women through the female gaze. The film portrays Dove Cameron as a confident, determined protagonist driven by an instinctive pulse. Driven by emotion, she moves through a surreal world of sculptural orchids and glowing textures until she reaches the throne of desire.
