Friday sees the start of LC:M, and what better way to blow off those December cobwebs than chiselled male models and some 'borrowed from the boys' outfits.
And this season, multi British Fashion Award designer and all around fashion favourite J.W. Anderson has chosen the unlikely partner of dating app Grindr to live stream his show the second it hits the runway.
Grindr's usual business is to introduce users to each other in surrounding areas for a not-so-formal hook up. 'Grindr is a very, very visual experience,' the app’s founder and chief executive, Joel Simkhai, said in an interview in 2014. Testimony to the amount of bare chested males you might find when perusing the site, so not such an obvious fit for a show that encourages the putting on of clothes.
In an interview with The New York Times Jonathan commented: '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.'
Grindr will be the only place live streaming the show, and with one million active users on the platform worldwide every minute, we can see why this could be a stroke of genius.
Perhaps the perfect pairing of date and new season coat? We shall see.