Joe Jonas fronts Diesel's edgy new Spring campaign

Gigi Hadid's ex, Joe Jonas, is the face of the Diesel's spring denim campaign.

The 26-year-old stars alongside his DNCE bandmates, as they model distressed denim and leather jackets, paisley-print shirts and washed up jeans accompanied by social media-friendly phrases. Jonas also filmed a video for the campaign in which he uses a few of his own charming one-liners.

The new campaign is Diesels edgiest yet with a new marketing approach that has a refreshingly modern direction with its digital ad revolution, and reflecting Internet culture appropriately called, '#dieselhashtag.' 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.'

In addition to traditional places like magazines and billboards, images from the intimates collection campaign will be featured in a number of 'sexier' platforms likeTinder, Yeah, Grindr, and pornographic websites like YouPorn and Pornhub.

Check out more images from the campaign below and sound off on twitter @fmd1_com using the hashtag #lovefmd.

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