Diesel’s spring/summer 16 campaign is set to advertise in the most unexpected places- dating apps Tinder and Grindr, as well as porn sites Pornhub and YouPorn. According to Diesel’s artistic director Nicola Formichetti, the campaign is inspired by transparency in advertising and our digital addiction. 

The spring/summer 16 line, which was released exclusively on Dazed, includes custom Diesel emojis and a video referencing digital addictions like Tinder, Snapchat, selfie culture, online shopping etc.

The campaign will appear on traditional advertising spaces- outdoor and print- but Formichetti told Dazed that “more and more we need to start advertising where people go. Which is phones, iPads and digital screens, websites.”

This includes launching bespoke ads on dating apps, Tinder and Grindr. Formichetti said: “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!’ It’s clear that it’s an ad, but we’re engaging with where we are, and that’s about this transparency”.