In keeping with their PR makeover, Grindr are upping their fashion status by showing J.W. Anderson’s AW16 show live this weekend at London Collections: Men. It’s unlikely that the pairing between the gay hook-up app and the fashion week favourite will have much influence on the designer, but rather the reverse as Grindr are trying to clean up their brand. (A shame in a way, we think, to shake off their unapologetically promiscuous reputation.)

Reported by The New York Times, Anderson said he wanted to show the sexy side of fashion through the collaboration. We’re having all sorts of thoughts on what the collection could look like following this announcement.

Landis Smithers, head of collaboration and marketing at Grindr said that fashion “a very big topic of interest for a certain segment of our consumer,” while Anderson himself called the collab a “no-brainer”. Better sign up now.

Photographer: Sophie Mayanne

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