In the most surprising (but ingenious) collaboration of the year so far, J.W. Anderson is teaming up with Grindr
If you’re not a regular on the FROW at fashion week you may have become accustomed to watching the newest collections take to the runway from the comfort of your own home via live video streaming. While countless brands now live stream their collections on YouTube, brands like Burberry and Hunter Original have gone one step further and adopted Snapchat and Periscope to let their customers get closer to the new season than ever before.
But what about Grindr? Yes, Grindr, the gay dating (or hook up) app that has over 7 million users. Well, while it may not be the most obvious place to go to for a live streaming of a fashion show, it will be this weekend. The genius that is J.W. Anderson will be streaming his upcoming LC:M collection on Grindr on Sunday.
While other brands rely on their Insta-likes for wide-spread coverage that breaks down the barriers between editors and the public, J.W. has taken a unique approach by partnering up with leading gay social networking app.
The reigning BFA Designer of the Year for both menswear and womenswear explained the collaboration by saying, ‘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 sense for Grindr to be the first outlet to livestream a J.W. Anderson men’s show.’
Will we be seeing Kenzo on Happn or Erdem on Tinder anytime soon? We bloody well hope so.
Will you be tuning in?