Preview: The XXX Factor

In fact, the type of sexuality we are seeing, and the way it is being communicated, is rapidly evolving. In an industry first, minimalist fashion label JW Anderson live streamed its autumn/winter 2016 menswear show exclusively on gay social networking app Grindr.

Meanwhile, Diesel announced it was launching its campaign on Tinder, PornHub and YouPorn, with the playful use of emoji, animations and irreverent copy. The brand took a post-ironic approach to a culture saturated in pornography and brand marketing, according to Richard Welch, global head of strategy at Spring Creative, the agency behind the campaign.

‘Data confirms that both platforms are highly trafficked by our target consumers on a regular basis, so it makes a great way to connect in an intimate and humorous way,’ he tells LS:N Global.