ICYMI: JW Anderson’s menswear show will live-stream on Grindr this weekend

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Yes, you read that right. JW Anderson is turning to gay dating app, Grindr, to stream its autumn/winter 2016/17 menswear show during London Collections: Men this Sunday.

The London-based designer will take to the platform – otherwise known as a location-based hook-up tool for men in cities around the world – in a bid to demonstrate fashion’s “sexy” side, he said.

“I think fashion is a sexy platform as well, ultimately,” he 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.” He referred to the collaboration as a “no brainer”, and Grindr, which claims one million active users every minute, as an “incredibly modern platform”.

Grindr will be the only place that consumers can access the live video. Users will be sent a secret code, which will then direct them to the stream within phone and tablet browsers (it won’t play within the app itself).

The move comes following Grindr hiring PR Consulting as its new publicity agency – a company usually associated with, well, fashion. And one that does, of course, also represent Anderson.