J.W. Anderson to livestream LC:M collection on Grindr

By

Cajsa Lykke Carlson

Published
Jan 7, 2016

Gay social networking app Grindr might be more known for its hot boys than haute fashion, but that looks set to change this week as British designer J.W. Anderson will be livestreaming his A/W16 show on the app.

Grindr users will be able to see the show, which takes place during London Collections: Men, on an exclusive co-branded digital property, where a video will air and loop continuously for the following 24 hours. They will be directed to the digital property from in-app notifications.

J.W. Anderson’s Creative Director and founder, Jonathan Anderson states, "Grindr is a widely used social platform that really reflects youth culture right now. 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, it makes perfect sense for Grindr to be the first outlet to livestream a J.W. Anderson men’s show.”

It's the first time a J.W. Anderson show has been livestreamed and the first time Grindr moves into the fashion market. The app has 7m users, with 1m active at any given minute.

Grindr’s VP of Marketing Landis Smithers notes, “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.”