J W Anderson will exclusively stream his London Men’s fashion show on Grindr

J W Anderson has been making fashion headlines a lot recently. Fresh from his British Fashion Council Award win, where he became the first person to be named both menswear and womenswear designer, he is back with some more news.

This weekend, for London Collections: Men, he is teaming up with gay dating app Grindr to livestream his fashion show.

The designer broke the news with an article in The New York Times where he explained why the partnership makes sense: “I think fashion is a sexy platform… We’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing.”

He called the decision to livestream his show via the app “a no-brainer.”

The relationship between fashion, digital and tech is probably one of the most interesting ones right now. We’ve seen Periscope and Instagram become key tools used by fashion editors sitting on the front row to capture every minute of the catwalk on video. Then there is Snapchat, the app which teamed up with Burberry to livestream the catwalk and photo shoot with Mario Testino.

Fashion, it seems is finally playing around with tech and using it as a way of embracing a wider, global, plugged-in consumer base. In fact just at the end of 2015, WGSN’s Global Chief Content Officer Carla Buzasi wrote in-depth about the myriad ways fashion is getting on board with digital and how much “high-end labels are flirting with technology and actually having fun along the way.” This partnership between J.W. Anderson and Grindr feels like an extensive of that. It’s also an incredibly savvy way to bring attention to London Collections: Men and the J.W. Anderson brand.

“It is a great way of capturing headlines, and is one of the first news stories to gain broader attention ahead of London Collections: Men. Fashion and sex have always been interrelated, and this tie-up only highlights the link between the two,” says Petah Marian, WGSN Senior Editor of Retail Intelligence.

However, it will be intriguing to see if the audience on Grindr is even interested in watching a live catwalk show.

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