So says the label's creative director, Nicola Formichetti, at least: "We still advertise on billboards and magazines they're important, but more and more we need to start advertising where people go," he told Dazed. "Which is phones, iPads and digital screens, websites." And, Formichetti isn't afraid to add, porn sites.

Diesel, like competitor Calvin Klein, knows all too well the power of a bit of shock factor - when they recently launched advertising campaigns on Tinder and Grindr they sent the internet into a frenzy - and that's a move that already seems tame in the light of this new partnership.

Which fashion label has partnered up with Pornhub?

"To launch our new underwear on Pornhub is like... hello!" Formichetti told Dazed. "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. Sexuality is still a taboo in today's world." 

Which fashion label has partnered up with Pornhub?

The S/S '16 campaign will be advertised on Pornhub, YouPorn, Tinder and Grindr, as well as more, ahem, traditional media. As expected, the direction is irreverent and resolutely modern - Formichetti created custom Diesel emojis for the campaign imagery, which features Joe Jonas in some of the shots. 

Which fashion label has partnered up with Pornhub?

Which fashion label has partnered up with Pornhub?