Many existing adversarial attacks generate Lp-norm perturbations on image RGB space. Despite some achievements in transferability and attack success rate, the crafted adversarial examples are easily perceived by human eyes. Towards visual imperceptibility, some recent works explore unrestricted attacks without Lp-norm constraints, yet lacking transferability of attacking black-box models. In this work, we propose a novel imperceptible and transferable attack by leveraging both the generative and discriminative power of diffusion models. Specifically, instead of direct manipulation in pixel space, we craft perturbations in the latent space of diffusion models. Combined with well-designed content-preserving structures, we can generate human-insensitive perturbations embedded with semantic clues. For better transferability, we further "deceive" the diffusion model which can be viewed as an implicit recognition surrogate, by distracting its attention away from the target regions. To our knowledge, our proposed method, DiffAttack, is the first that introduces diffusion models into the adversarial attack field. Extensive experiments conducted across diverse model architectures (CNNs, Transformers, and MLPs), datasets (ImageNet, CUB-200, and Standford Cars), and defense mechanisms underscore the superiority of our attack over existing methods such as iterative attacks, GAN-based attacks, and ensemble attacks. Furthermore, we provide a comprehensive discussion on future research avenues in diffusion-based adversarial attacks, aiming to chart a course for this burgeoning field.