LONDON -- The most important week of the British menswear calendar is kicking off on Friday in London and one designer has set pulses racing over how he's going to stream his show.
Northern Irish designer J.W. Anderson has announced his London Collections autumn/winter 2016 show will be live-streamed on dating app Grindr on Sunday morning, a first for the app.
“I think fashion is a sexy platform as well, ultimately,” the designer told The New York Times.
“We’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing.”
The app uses geolocation services to enable its users to find others interested in a hookup nearby.
Grindr users who log in Sunday morning will receive a link and a code to stream the video, which will play on phone and tablet browsers.
Like most dating app users, Grindr users rely heavily on the plethora of thumbnail photos when deciding on matches, which makes this highly-visual platform a suitable platform to showcase J. W. Anderson's collection.
Though the app’s connection with the fashion industry might not be immediately apparent, Grindr’s founder Joel Simkhai is the brother of designer Jonathan Simkhai.
In September, luxury British fashion house Burberry showcased its 2016 spring/summer collection on Snapchat.
The preview gave Snapchat users a sneak peek at some of the collection as well as a look inside the make-up choices for the London Fashion Week show a whole day before it hit the catwalk.