Fashion has been changing since the advent of social media. As designers choose innovative ways to display their collection; J. W. Anderson has taken an innovative step. The J.W. Anderson show will be live-streamed by the gay dating app, Grindr. As the month long spree of men’s fashion shows is about to begin, there will be a major rush to cover it. All the newspapers, magazines, television networks, social media platforms and blogs will try to get the most happening glimpse and piece of action for their portals and viewers. Grindr will be live streaming the fall 2016 men’s wear show of J. W. Anderson. The collection hits the runways at London Collections: Men, the city’s biannual men’s fashion week.
Grindr is experimenting with its opportunities
Grindr introduces users to others in the surrounding area who are looking to make a connection. This connection might or might not be a sexual one. Tough the app has nothing to do with endorsing clothes or anything related with fashion, this is their move towards a change. Jonathan Anderson, the 31 year old British designer behind J. W. Anderson agrees. “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”, says Jonathan Anderson.
Jonathan has been doing a great job and had a highly successful year in 2015. He won the British Fashion Awards for both women’s and men’s wear designer of the year in 2015. As per Jonathan, “Grindr is an incredibly modern platform for fashion and his decision to put his show on it is a no-brainer”. Grindr will be the only app that gets the opportunity to live stream the show. Users of the app will be receiving a link and a code to stream the video. The show will not play actually on the app itself but in phone tablets and browsers. This is Grindr’s first experiment with fashion and according to the company’s spokesperson, probably the last. According to the company, the platform has one million active users and their aim is to broaden their offerings.
Landis Smithers leading the campaigns
Grindr hired Landis Smithers as their head of marketing and collaboration. Smithers is a veteran of Ogilvy & Mather and Old Navy. A few days later, Grindr also hired J. W. Anderson’s publicist PR Consulting, headed by Pierre Rougier. As per Mr. Smithers, “Fashion is a very big topic of interest for a certain segment of our consumer”. He also accepted that there are possibilities of future projects involving music or night life. “There’s a generation out there that doesn’t seem to care if people know that Grindr is on their phone, and there’s a generation that does. The app is free to download and you don’t have to use it for what its prime function is”, says Landis Smithers. He wants Grindr’s futures to be beyond the scope of grabby classifieds. He wants it to be multi-faceted and embrace all the opportunities.