Northern Irish designer J.W. Anderson found a novel way to stream his London Collections: Men show yesterday, making it only available to users of social networking app Grindr.
Members were sent a unique link to watch the AW16 menswear show, which would take them out of the app to a browser, where they could instantly view the presentation on a smartphone or tablet.
Speaking about the move, Anderson 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.”