Diesel to advertise underwear on porn website

Italian fashion brand Diesel has announced plans to advertise its underwear range on one of the world’s biggest porn websites.

The brand’s new SS16 campaign will break away from the traditional billboard, featuring on Pornhub, as well as dating apps Tinder and Grindr.

“To launch our new underwear on Pornhub is like… hello!,” said Diesel artistic director Nicola Formichetti in an interview with Dazed.

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“They were so collaborative, I think we’re the first brand to go on Pornhub. At Diesel, we want to talk about things that not everyone else is talking about – I like that we get to do that.

“We still advertise on billboards and magazines they’re important, but more and more we need to start advertising where people go, which is phones, iPads and digital screens, websites.”

Pornhub, owned by MindGeek, is a private Internet-based company which ranks 64 in the top 175 most popular sites in the world, according to analytics website Alexa.

Tinder was launched in 2012, and by 2014 it was registering about one billion “swipes” per day.

“For Tinder, we got one of our models to pretend to be a user, so you’re swiping and then Sam comes up like ‘hello!’,” added Formichetti.

“It’s clear that it’s an ad, but we’re engaging with where we are, and that’s about this transparency.”

Diesel has said that images used for the campaign will be edited and retouched with no models’ faces shown.

The campaign will start appearing on Pornhub later this month.

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