Preview: The XXX Factor

22 : 02 : 2016 Diesel : Vivenne Westwood : JW Anderson

Global – In the 1990s we saw the rise of ripped bodies. But today it’s simply not enough to plaster washboard abs across the underground.

  • Super seductive branding is out. A playful, Netsalgia-style approach to sexuality is in
  • Brands are activating campaigns on platforms that truly reflect where people browse
Diesel campaign by Spring Studios, Global Diesel campaign by Spring Studios, Global
Vivienne Westwood SS16  campaign Vivienne Westwood SS16 campaign
Diesel campaign by Spring Studios, Global Diesel campaign by Spring Studios, Global
Vivienne Westwood SS16  campaign Vivienne Westwood SS16 campaign

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.

The Big Picture

For more on why sex is back in fashion, but not in the way you would think, see our latest microtrend The XXX Factor.

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