British fashion label J.W.Anderson recently announced that it will be delighting fans with a catwalk livestream of its fall/winter 2016 show. The unique partnership is an innovative way to showcase the happenings of the brand's upcoming show from its secretive venue during the London Collections: Men shows.
While catwalk livestreams aren't necessarily anything new, this marks the first occasion that a label has chose to use Grindr as its app of choice. The social networking app is undoubtedly a visually driven medium, so the partnership makes plenty of sense.
Notably, J.W.Anderson and Grindr are both represented by the same PR firm, PR Consulting. Other intriguing uses of mobile dating applications for marketing purposes include the Mindy Project's campaign on Tinder, while EDM producer Zedd revealed special album pricing through the app.