Diesel is going where it has never gone before, according to artistic director Nicola Formichetti.
“For us, we’re a sexy brand,” Formichetti explains. “To support the launch of our underwear line, we’re going to be the first brand to ever advertise on Grindr and we’re the first fashion brand to be working with Pornhub too. The message is simple: before you jerk off look at this…,” he adds with a laugh. Look beyond the the nudge, winks, laughter and hype and this makes a great deal of business sense. “The numbers are crazy. Of course it’s fun but it guarantees eyeballs.” Pornhub is currently the 64th most popular site globally whilst YouPorn is ranked 172nd. There’s power in porn. “Of course, this won’t replace traditional placements on billboards and in magazines but it’s an extension. This is where people are now, we live on our phones. I want to go where people are. Tinder, Grindr and Pornhub might appear a little left field but it’s Diesel, we can do it, we’re not scared of these places, we’re not high fashion, we are street.”
The new campaign takes digital culture as its springboard, according to the magazine, employing a set of Diesel-designed custom emoji. It stars Diesel regulars Kiko Mizuhara, Sara Cummings and Sang Woo Kim, plus Trevor Signorino (pictured, above), Stav Strashko, Grace Macary as well as Joe Jonas and DNCE