On Sunday, January 10, gay social app Grindr will live-stream J.W. Anderson’s fall 2016 men’s wear show as it graces the runway at London’s biannual Men’s Fashion Week, London Collections: Men.
The app will prompt members with an in-app notification to click into a new tab, where the lifestream footage will stream on a co-branded digital property and loop for the next 24 hours.
“Grindr is a widely used social platform that really reflects youth culture right now,” J.W. Anderson’s found and Creative Director, Jonathan Anderson told The Times. “At J.W. Anderson, we always look for ways to push boundaries when it comes to gender and our aesthetic. And of course the global reach of Grindr is undeniable.
“This is why for us,” says Anderson, “it makes perfect sense for Grindr to be the first outlet to livestream a J.W. Anderson men’s show.”
How will Grindr users respond to being “zero feet away from fashion?” The app’s VP of Marketing, Landis Smithers, is optimistic. He writes, “Our audience is curious and has an appetite for exploration so we want to connect them to the most cutting edge culture.”
“It is no secret that J.W. Anderson is a killer mix of transgression and creativity, with an unapologetically fresh approach to gender. That is a perfect match for Grindr. Plus, Jonathan is a nice guy. And nice counts.”
Indeed it does. Charge your phone and catch the Grindr x J.W. Anderson livestream this Sunday at 10:00am GMT.