Diesel & Joe Jonas Start a Trending Topic

SWIPING IT RIGHT. Diesel is breaking old habits as it braves the digital world with a brand new fashion campaign strategy


Diesel Spring:Summer 2016 DNCE Joe Jonas


First up, the global denim brand taps Joe Jonas and his new band DNCE along with a wide range of Instagram-savvy models—from androgynous Stav Strashko to well-ripped Trevor Signorino—for a bunch of quirky ads, each slapped with a catchy phrase on the side.

Second, it runs the campaigns not only on generic websites, but also on dating applications Tinder and Grindr, and on porn sites like Pornhub and YouPorn.

The video ads are equally witty, peppered with references taunting several social media platforms. Given the brand’s aggressive online campaigns, one could only wonder as to where the denim brand will go to in the seasons to come.