Diesel to Advertise on Tinder, Grindr & Pornhub

“Before you start jerking off maybe you can stop and look at our new pants and shoes”

Fashion
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Fashion is getting to grips with sex in the age of social media. Following J.W. Anderson’s collaboration with Grindr, Diesel has announced via DAZED that its new Spring/Summer 2016 campaign will be advertised from the likes of Tinder, Grindr, Pornhub and YouPorn, under the direction of artistic director Nicola Formichetti. “What we see in advertisements is just selling fake dreams, fake things, this impossible beauty,” he explains. “I think we have to be honest. Yeah, this is an ad, we’re selling shoes. But it’s in an interesting way, and people smile.”

While Diesel is already known for its edgy marketing tactics, Formichetti is pushing the brand, and fashion as a whole, in a novel direction, namely putting their advertising in places where people already go — Pornhub is the 64th most visited site in the world, and YouPorn, the 174th. With no shortage of references to today’s selfie, Snapchat and hookup culture, the campaign takes a refreshingly transparent tone to selling people things, with one caption accompanying an image of Instagram stars Kiko Mizuhara and Joe Jonas reading, “We have more followers than @diesel.” 

Leave your thoughts on Diesel’s new direction in the comments below.

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