The Playbook For The Modern Man

Diesel Gets Provocative & Partners Up With PornHub

Italian denim brand Diesel love a bit of controversy and it appears that 2016 will be no exception. In an effort to bring the brand back to into relevance, Diesel will be advertising with PornHub as well as Tinder, Grindr and YouPorn.

Creative director Nicola Formichetti says it’s a ‘purposefully provocative move’, “To launch our new underwear on Pornhub is like….hello!” Formichetti told Dazed. “They were so collaborative, I think we’re the first brand to go on Pornhub. At Diesel, we want to talk about things that no everyone else is talking about – I like that we get to do that. Sexuality is still a taboo in today’s world.”

Diesel isn’t the first to opt for the shock factor either. Competitor Calvin Klein recently launched the #MyCalvins campaign which tapped into the sexting world of Tinder and Grindr.

The Spring/Summer 2016 campaign is characteristically irreverent and modern, and features custom Diesel emojis designed by Formichetti himself.

Here’s to breaking the rules.


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