When users log on to the gay social networking and dating app Grindr this Sunday, the possibility of love — or lust — will extend to clothes and shoes. J.W. Anderson will be livestreaming its fall ’16 runway show on the app this season, proving fashion’s tendency to be too exclusive or highbrow is slowly fading.
Set to debut during London Collections: Men, the J.W. Anderson show will be streamed via Grindr on Jan. 10 at 10 AM GMT. Users will be alerted via in-app notifications and directed to the live video, which will then air on a loop for 24 hours following the show.
The partnership is beneficial to both sides. Jonathan Anderson’s collections tie in with Grindr’s customer base, the designer said, as his ready-to-wear often pushes the idea of gender fluidity. For example, his spring ’16 men’s show featured metallic squared-toe flats.
“Grindr is a widely used social platform that reflects youth culture right now,” said Anderson in a release. “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, it makes perfect sense for Grindr to be the first outlet to livestream a J.W.Anderson men’s show.”
“Our audience is curious and has an appetite for exploration, so we want to connect them to the most cutting-edge culture,” added Landis Smithers, Grindr’s VP of marketing. “It’s 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.”
While an unlikely partnership, J.W. Anderson broadcasting its collection via Grindr may prove to have a wider reach than one would think. According to the release, the app currently has more than 7 million users, with 1 million of them active at any given minute.
The new project is likely thanks to fashion public relations firm PR Consulting, which began representing Grindr in December. It also represents J.W. Anderson.