Diesel has announced plans to advertise on pornography websites.
The Italian fashion brand will place ads for their new underwear range on sites Pornhub and YouPorn, along with dating apps Tinder and Grindr.
Diesel is no stranger to controversy, with past campaigns featuring pornographic clips, but artistic director Nicola Formichetti emphasised the new strategy was not promoting porn.
"What we are doing is being very transparent, we are simply following people and where they go online," Formichetti told HuffPost UK Style.
"A massive majority of people go to those website and use those apps, this is valid in any country.
"We are obviously not promoting pornography we are just bringing our advertising where the traffic is the highest on the web, and it’s there."