J.W.Anderson to live-stream catwalk show through Grindr

Fashion label J.W.Anderson has selected Grindr, the gay social network app, as the platform for the live stream of its show at London Collections Men.

It is the first time Grindr has been used to live-stream a fashion show
It is the first time Grindr has been used to live-stream a fashion show

The autumn/winter 2016 catwalk show will take place on Sunday (10 January) at 10am, at an undisclosed location in central London.

It is the first time Grindr has worked with a fashion brand, and the first time that J.W.Anderson has live-streamed a catwalk show.

The free-to-download app is primarily used for connecting gay people in their local areas. Users will receive a link and code from in-app notifications to stream the live video via an exclusive co-branded site, where a live-stream video of the runway show will air and loop continuously for 24 hours.

Jonathan Anderson, J.W.Anderson's creative director and founder, said: "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."

Landis Smithers, Grindr's vice-president of marketing, added: "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. Plus, Jonathan is a nice guy. And nice counts."

It is not the first time a fashion brand has chosen to connect its shows to a wider audience through technology: H&M teamed with Periscope to broadcast its Balmain collaboration last October, while Adidas used Twitter to crowdsource the design of its #NEOrunway.

Last year also saw J.W.Anderson collaborate with Diet Coke to launch a limited edition bottle. The creation was unveiled at a star-studded party in Shoreditch.

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