Joe Jonas is the new face of fashion label Diesel. The singer fronted the brand's Spring 2016 campaign along with his DNCE band members JinJoo Lee, Cole Whittle and Jack Lawless.

Jonas shared several of their model shots for Diesel on his Instagram page. In one campaign shot, the singer is simply dressed in a black leather jacket beside a female model, whom Instagram users identified to be Kiko Mizuhara. Jonas captioned the shot, "@diesel SS16." Written under their profile is the phrase "We've got more followers than @diesel."

The singer also shared his solo photo for Diesel. This time, Jonas had the leather jacket slung on his shoulder as he posed looking away from the camera. He is dressed in a black and white collar shirt with a pair of tattered jeans. This time, the tagline "I've got more followers than @diesel" is printed along with his photo.

Jonas also posed in a couple of shots with his DNCE band members for Diesel's spring 2016 campaign. Each photos also got their respective taglines, which include "We're in a brand" and "We don't run we DNCE."

The singer also shared his promotional video for Diesel's spring 2016 collection on his Instagram. The campaign ad shows Jonas making silly faces at the camera, while the phrases including "You look good," "Hey, girl," "Want to cuddle?," "You look really good" and "You're f***ing delicious" are popping up on the screen.

 

There's a reason why the come-on phrases are included in the video. Diesel is set to promote their collection not just on publications or on social media but also on other adult-related websites.

Nicola Formichetti, the artistic director for Diesel, said in an interview with Dazed Digital that the brand will not just be utilizing magazines and billboard advertisements. Diesel will also make the most of the digital world and promote its products on digital screens.

So, these reportedly include putting promotional ads on online dating sites such as Tinder and Grindr. Diesel has reportedly also coordinated with popular adult websites to promote their product, which includes Pornhub and YouPorn.

"To launch our new underwear on Pornhub is like... hello! 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," Formichetti told Dazed Digital.