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Diesel Does Pornhub

diesel ss16

Diesel's new campaign is set to be advertized on gay porn sites and hookup apps -- a first in fashion. And Joe Jonas is also in it!

Next time you're "browsing" Grindr, Tinder, or Pornhub, you might get a surprise wink model hunk Trevor Signorino. Our last Instaboy of 2015 has teamed up with Diesel's Nicola Formichetti on his latest campaign for the brand. For spring, Formichetti continues to make fun of social media codes, with tongue-in-cheek slogans, custom-made emojis, and airbrushed nipples.

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This will be the first time a fashion brand has partnered with an X-rated streaming platform. "We're a sexy brand," Formichetti told i-D. "We're going to be the first brand to ever advertize 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."

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Pornhub being the 64th most popular site globally (YouPorn is currently ranked 172nd), there's indeed tons of guaranteed eyeballs --amongst other things-- for the new ads.

"Of course, this won't replace traditional placements on billboards and in magazines, but it's an extension," Formichetti explained. "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."

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In addition to a cast of model, singer Joe Jonas also stars in Diesel's ready-to-wear campaign, showcasing Formichetti's spring designs -- insert "thumbs up" emoji here.

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Correction: A first version of this article stated that Joe Jonas's campaign images would also be featured on Pornhub and dating apps. Only the underwear campaign, featuring Trevor Signorino, will be advertized on Pornhub, Tinder, and Grindr.

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