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Grindr Is Livestreaming Fashion Shows Now

J.W. Anderson runway show
J.W. Anderson runway show
Photo: Tristan Fewings/Getty Images

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Grindr, the "the world's largest gay social network" dating app, is hooking up with fashion. This Sunday, Grindr will exclusively livestream J.W. Anderson's show during Men's Fashion Week in London. Any of Grindr's millions of active users can receive a link and a code to stream the show this weekend.

Jonathan Anderson described the idea of putting his show on Grindr as a "no-brainer." "I think fashion is a sexy platform as well, ultimately," he tells 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." Anderson's brand is represented by top fashion publicity firm PR Consulting, which also represents Grindr.

PR vet Landis Smithers, Grindr's new marketing guru, told the Times that fashion is "very big topic of interest for a certain segment of our consumer." He seems to be positioning the app for more than dating: beyond fashion, Smithers didn't rule out Grindr getting into projects involving nightlife or music as well. "The app is free to download," he said. "You don’t have to use it for what its prime function is."