This week is the start of a month-long series of back-to-back men’s fashion shows in London, Milan, and Paris. For the first time ever, Grindr, the gay men’s dating app, will be covering the festivities, in an attempt to broaden its content.
The social networking app will live stream the J. W. Anderson 2016 fall menswear show when it debuts this Sunday in London.
This is quite a departure from Grindr’s original mission, which mainly helps gay men find other nearby gay men for trysts. The app is driven by thumbnail images of the participants. Joel Simkhai, the app’s founder has said: “Grindr is a very, very visual experience.”
Obviously, fashion is also a visual experience, so there is a thinly vailed connection between the two mediums. The British designer, J. W. Anderson says: “I think fashion is a sexy platform as well, ultimately. 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 called the app an “incredibly modern” platform and believes that his decision to live-stream his fashion show on Grinder was a “no brainer.”
For now, Anderson’s show will be the only one showcased on the app, but depending on its success, that will likely expand in the future. Users will receive a code and login to stream the video. According to the company, there are a million gay men using Grindr at any given time.