Now balancing Diesel with Maison Margiela, Martens argues that fashion should make people happy while resisting the dopamine churn of instant judgement. “I think to be a good creative director you need to understand what people’s jobs are. That is one of the key things you need to have as a designer.”At Diesel, Martens began by reconnecting the house to its core DNA. “My biggest thing I did was resetting the whole thing and reminding everybody why Diesel was big in the first place. “I think a fashion show for us is very important because it accelerates the awareness of the brand and the direction you want to go.