diesel's joe jonas-fronted campaign video is surprisingly fuego

We're swiping right.

by i-D Staff
12 January 2016, 1:45am

When we spoke to Diesel creative director Nicola Formachetti last week he made a proud declaration about his choice to plaster the brand's Spring/Summer 2016 campaign across the more debaucherous corners of the internet. "Only Diesel could do this," he explained, "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." 

While the apps are more about sex than style, Formachetti insists that's where his label belongs.

in conversation with nicola formachetti: why you'll soon be seeing diesel ads on grindr, tinder and pornhub

Keeping with the theme of gratification, the campaign gives us a whole lot of the things we crave. It's diverse, funny, decidedly self-deprecating, and decorated with slogans that wink at the dating concepts Gen Z love. With references to Polyamoury, online dating, and swiping right for love and lust, the label even stamped their own Diesel-outfitted emoji across the images.

The newly launched accompanying campaign video is equally imbued with energy and lols. The film hits on all things fun, sexy and digital: Kiko Mizuhara, Sang Woo Kim and, more unexpectedly, Joe Jonas. The boy-to-man heart-throb leads the cast of divine faces.

If that's already got your re-touching yourself, don't forget Nicola will be touching down in Melbourne for VAMFF in March.

Joe Jonas
Sang Woo Kim
kiko mizuhara
nicola formachetti
spring/summer 2016