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Grindr Is Fucking With Fashion

It’s 2016 and I have an important question for you: do you know what Grindr is doing this year? They’re doing some “interesting” stuff because of course they are. Even though you’re not going to believe me, I’m going to tell you anyway: the sex app is attempting to enter the fashion content game.

Hot off of a year of trying to be your new Facebook, the hookup app has teamed up with designer J.W. Anderson to broadcast their show on Sunday. Yes, this is a real thing. How will this work? Since the app is a very “visual experience” according to the app’s founder, users will have access to a link and code to see the show and it will then play in-app. Grindr will be the only place to view the show, too.

So how did this happen? What does the British designer think about this? Anderson—who is gay—thinks it’s a great idea to put fashion where you go fucking.

“I think fashion is a sexy platform as well, ultimately,” said Jonathan Anderson, 31, the British designer behind J. W. Anderson, during a break from fittings in London. “We’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing.”

Get on Grindr, look at clothes, and then take off someone’s clothes is the moral of this story. Great! This stream is also exclusive to the app, too.

This is kind of interesting? I’m unsure if the overlap of somewhat lower end dudes on Grindr meets with the higher end consumers of J.W. Anderson—but it’s a “cool” experiment? I mean, Marc Jacobs uses the app. Grindr also seems to be taking their audience a lot more seriously than they actually are, considering they’ve brought in a former marketing giant from Ogilvy and Old Navy (who claims “You don’t have to use [the app] for what its prime function is”).

Are you going to be tuning in? More importantly, are you going to download the app just for this?

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