“Fashion porn” is a term that’s thrown around loosely in the industry, but now the two are coming together for real. In an effort to reach more followers, Diesel has announced it will focus its advertising budget on platforms like Tinder, Grindr, and yes…PornHub. The brand’s underwear campaign will launch on the NSFW site, according to Dazed Digital. “We all go on websites like Pornhub, you know?” said creative director Nicola Formichetti to Dazed’s Emma Hope Allwood. “So before you start jerking off maybe you can stop and look at our new pants and shoes, and just laugh!” Not one to mince words!
Formichetti is known for being ahead of the curve in embracing new media culture, including holding an online casting call, using a hashtag in a fashion campaign, and partnering with @bessnyc4 of Instagram fame for collaged ads. Diesel’s owner Renzo Rosso is said to be behind Formichetti’s vision and didn’t even balk at the idea of advertising on free Internet porn channels PornHub and YouPorn. “It’s great, it’s so Diesel – let’s do it!” Rosso reportedly told Formichetti. The campaign images will reference all things social like Tinder, Snapchat, selfie culture, and online shopping addictions. The brand has even launched its own emojis. Oh yeah, and the campaign stars Joe Jonas, if that floats your boat.
