The news that Jonathan Anderson — a.k.a. J. W. Anderson — would live-stream his fall men’s show exclusively on Grindr, the gay social-networking app, has been the whispered, and then not-so-whispered, talk of the first days of men’s fashion week here. “Now there’s a show that would’ve looked good on Grindr,” one showgoer cracked to another about a collection that featured men in cutout trousers and one very visible pair of thong underwear.
On Sunday, just after 10 a.m., Mr. Anderson’s collection hit the runway and the Internet. Those unsuspecting souls surfing Grindr for lust or companionship were offered the chance to see his show unfold: its polka-dot furs and knitted trousers, appliquéd snails and boxing-boot shoes.
Whether it was what the virtually gathered crowd came to the app for or not, Grindr personnel were sanguine. “You know as well as I do, there are the fashion gays,” Landis Smithers, the company’s vice president of marketing, said in an interview last week. “They love them a show and an exclusive.”
Not everyone was as eager. In the immediate aftermath of the announcement, rumors circulated that model agencies were leery of sending their charges, many of them underage, to participate in the show. (To be live-streamed via Grindr is not the same as to use Grindr, though the company’s terms of service restrict use to those who are at least 18, and in some places, 21.)
But if there were holdouts among the models, it wasn’t immediately evident from the runway, and Mr. Anderson said that he had experienced pushback from potential collaborators only at the outset.
“I think at the beginning there was a bit of unknowingness, which was stressful,” he said. “But I believe in this project. I think it’s very important that brands explore media; I think it’s the only way forward. I don’t see any differentiation between Grindr and Tinder or any sort of dating app, or Instagram. I feel like people now can use any sort of social device to meet people.”The show’s final casting, he added, was “exactly the way it should be.”Among those who saw the show live, without having to resort to the app, the idea was largely popular.The rapper ASAP Rocky, waiting a turn to congratulate Mr. Anderson, expressed an appreciation for the silk pieces in the collection and the good vibes of the Grindr partnership. “I heard about that last minute,” he said. “Gay people supporting gays. That’s what it’s all about: support. I support everybody.”Some wariness persisted. “It is what it is, you know?” said one young model from the show when asked how he felt about appearing on Grindr, before reversing himself and declaring that he was uncomfortable answering the question. He declined to give his name.
“Some people don’t get it,” shrugged Michel Gaubert, the in-demand D.J. who provided the show’s thumping score, “But it’s the gay Facebook.” He called the idea to live-stream the show on the platform “fantastic.”
Certainly the possibilities are large on a platform that engages millions.“Every single person I know is on Grindr,” said Bryan Grey Yambao, better known as the blogger Bryanboy, after the show. (Even assuming some mild hyperbole on Mr. Yambao’s part, the numbers are formidable: seven million users by Grindr’s own estimate, as many as a million or more users are on the platform at any given moment.)He added: “I think it’s a great audience to tap into.”He said that he had downloaded the app that morning but had already deleted it.Whether that suggests less overlap between fashion obsessives and would-be couplers than Grindr might like remains to be seen. But according to Mr. Smithers, by Monday morning (an edited version of the video remained accessible via Grindr for 24 hours following its live debut), Mr. Anderson’s show had been streamed about 100,000 times, about a third of them during the event.
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