It is not the first place you would think to show a luxury fashion show but designer Jonathan Anderson has announced that he plans to live-stream his London Collections: Men show on the gay and bisexual dating site Grindr on Sunday 10 January.
The recent winner of British Fashion Awards' Designer of the Year has eschewed the likes of Periscope and Snapchat, that proved popular during the SS16 women's shows, in favour of revealing his JW Anderson label on the casual hook-up app that is definitely directed at the boys.
With the digital regeneration of fashion there is always a hunt to try something new, and whilst Anderson has always maintained a non-conformist style in his menswear designs this has certainly put his name firmly on the fashion map once more for the upcoming men's fashion month.
"I think fashion is a sexy platform as well, ultimately," Anderson, 31, told 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."
Fashion and sex aside, this is also the sign of a shift in style for Grindr since signing to exclusive group PR Consulting in December 2015. This has led to a stark makeover for the app that has previously been viewed as casual hook-up facilitator rather than a dating app.
JW Anderson is also represented by PR Consulting, so whilst this may be a rather shock announcement now, it is likely that this is not the first foray Grindr will be taking into the world of fashion.
If you want to be one of the lucky ones to see the show on 10 January you will have to get downloading, as Grindr will be the only place to live-stream the catwalk show. Users of the app will receive a link and a code to stream the video. The show will will open a browser on phone and tablets rather than streaming within the app however, New York Times reports.
London Collections: Men runs from 8-11 January.