Fashion designer J.W. Anderson is partnering with gay dating app, Grindr, to broadcast his Autumn 2016 collection.

In an unusual pairing, Irish fashion designer J.W. Anderson has announced that his autumn 2016 menโ€™s wear show will be live streamed exclusively on Grindr, the social networking app for gay men.

Renowned as being, more often than not, a social app for sexual hook ups, the partnership with Anderson comes amid a myriad of moves which seem to signal attempts at rebranding Grindr beyond its current scope. (This includes signing the powerful publicity agency PR Consulting and hiring Landis Smithers, previously of Ogilvy & Mather, to lead the companyโ€™s marketing and collaboration.)

For Anderson, Grindr presents the opportunity to reach the appโ€™s 1 million active users. Although it wonโ€™t play in the app itself, users of Grindr will receive a link and a code to stream the video.

Regardless of their intentions, the partnership is part of a shift in the nature of catwalk shows. Brands are now live streaming shows to the masses and allowing them to buy directly from the catwalk. Andersonโ€™s work with Grindr is just one of the many ways designers are empowering their collections and those they collaborate with.