Joe Jonas has officially left his boy band days behind him. The former Jonas Brothers member recently became the newest face of Diesel, headlining their edgiest ad campaign yet for the brand's spring 2016 menswear line.
Jonas is joined by his DNCE band mates for a handful of the cheeky advertisements, which poke fun at both the fashion industry and Internet culture. Fittingly titled, #hashtagdiesel, the campaign uses custom emojis and sarcastic slogans to make light of society's obsession with gaining social media followers.
Diesel's artistic director, Nicola Formichetti, discussed the brand's new approach in an interview with Dazed Magazine saying, "What we see in advertisements is just selling fake dreams, fake things, this impossible beauty. I think we have to be honest. Yeah, this is an ad, we're selling shoes. But it's in an interesting way, and people smile." Watch a campaign video here:
Jonas and his bandmates model paisley shirts, distressed denim and leather jackets for the ads which, along with the intimates collection, will be featured in a number of "sexier" platforms like Grindr, Tinder, and even pornographic websites in addition to traditional places like magazines and billboards. See more images from the campaign here: