Fashion outlets and style blogs everywhere were turned upside down last week with a piece of news that seemed like a bad joke. JW Anderson, one of the most prominent young designers working today, would be exclusively streaming his new collection on Grindr. Grindr is, of course, predominantly used by men to meet for anonymous sex or send each other gratuitous pictures. This makes its new role as a home for innovative fashion a little absurd to say the least.

The move comes after Anderson caught the attention of the fashion world with a record-breaking streak at last year’s British Fashion Awards, where he won the dual titles of Best Menswear and Best Womenswear for his most recent collections. His work is incredibly innovative, and (like many designers working today) he blends the previously set lines of gender in his clothing. His menswear in particular is not only androgynous but often erotic, with some past collections featuring male models in thigh-high leather boots with matching short skirt.

Working with Grindr may seem a continuation of this exploration with gender and sexuality, but in an interview he stressed the matter of fact logistics behind the unorthodox presentation. “For me it was how could we reach 196 countries in one moment … I feel like it’s very important that brands explore media, it’s the only way forward.”

Indeed, Anderson is not the only fashion brand to announce such an odd new form of advertising. Diesel, the fashion house currently being creative directed under Lady Gaga collaborator Nicola Formichetti, unveiled a comprehensive marketing plan with multiple sexual outlets mere days after Anderson’s show. The latest Diesel campaign will appear on hookups apps like Grindr and Tinder, as well as porn websites like Pornhub and YouPorn. “We still advertise on billboards and magazines they’re important,” said Formichetti, “but more and more we need to start advertising where people go.” And of course, do people go anywhere more than porn sites and dating apps?  

At first glance, it might seem an obvious platform for fashion to turn to. Gays stereotypically love fashion; being fabulous in the latest creations from prestigious designers is just as important as memorizing show tunes and crafting interior decorating skills. But these pieces of fashion oddities speak far more to recent developments with Grindr than to the sensibilities of gay men.

In the past few months, two seismic shifts have taken place for Grindr. The first was it’s announcement of being represented by PR Consulting, a massive firm responsible for the public identities of nearly every major fashion brand from Louis Vuitton to Versace to, surprise, JW Anderson. A Grindr streamed fashion show was no one-time publicity stunt, but perhaps a taste of future synergy between the two distinctly different worlds.

The second big change that came Grindr’s way is one that is even more curious. Late last week, it was announced that a Chinese gaming company called Beijing Kunlun Tech Company had purchased Grindr and all its assets. It’s a move that has both app-users and financial analysts left at a loss. Grindr CEO Joel Simkhai didn’t give any answers either, stating in an ambiguous press release that it would “accelerate our growth” and “to expand our services for you.”

If this power business move, and the sudden onslaught of fashion advertising, is anything to go by, it’s clear that Grindr is in a state of sudden and rapid transition. It currently serves the specific purpose of allowing men in nearby areas to meet up discreetly, but a future where Grindr is a multi-media platform with untold potential is on the horizon. But fear not what the app’s new corporate overlords have intended, and for now, simply enjoy a sneak peak at next season’s fashions before the rest of the heterosexual world.  

Photos: Financial Times, Leader Call