Anderson , had made the decision to livestream his upcoming AW16 menswear show on the gay hook-up app Grindr. Like a marketing scheme dreamt up by the Zoolander universe, it almost sounded too weird to be true. His work is actively defining fashion for the current generation β for evidence of his talents, look no further than to the fact he scooped both menswear and womenswear designer of the year awards at the recent BFAs.
Sex, also, is never too far away from his vision. A latent, perverse eroticism and tendency to blur the lines between genders runs throughout his oeuvre, and is particularly evident in his menswear. Grindr have themselves gained some recent fashion traction β back in December, we reported its signing with PR agency PR Consulting, the fashion and lifestyle group who count heavyweights including Dior , Versace and β no surprises here β J.
Anderson as clients. The stream will be a way for them to add a boost of positivity and innovation to their reputation β one currently arguably defined by late night cruising and chemsex. Anderson is a designer whose work is picked apart, season after season. Critics obsess over every intricacy in an attempt to decipher the details, finding meanings in the futuristic ruffle of a sleeve or the letters of a print. Take it to a new market, then.
