Jonathan Anderson recently nabbed the British Fashion Awards’ Designer of the Year prize for both men and women, but the Irish designer’s next J.W. Anderson show is definitely one for the boys. Earlier this afternoon, Anderson announced that he plans to livestream his London Collections: Men show on January 10 exclusively on Grindr.
Fashion folk were scratching their heads when PR Consulting revealed last month that the gay hookup app was the newest addition to its client list, but given that Anderson is also repped by the firm, the partnership is starting to make a little more sense. “I think fashion is a sexy platform as well, ultimately,” Anderson told the New York Times, calling the decision a “no brainer.” “We’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing,” Anderson added.
Grindr users — of whom there are one million, according to the company — will receive a link and a code to stream the video, which won’t actually stream in the app, but redirect to phone and tablet browsers, reports the NYT.
Anderson’s show marks Grindr’s first foray into fashion content, but given the PR Consulting partnership, it probably won’t be its last. Just don’t expect to watch Marc Jacobs’ presentations on the platform: after trading barbs with the New York Post over a misreported 10 person orgy, Jacobs bid Grindr a fond farewell via Instagram: “Goodbye (for now) Grindr! It was fun for group get togethers, but, what really excites me now is my work!”
Credits
Text Emily Manning
Photography Jason Llyod Evans