Designer Jonathan Anderson has announced that his London Collections catwalk event will be livestreamed on dating app Grindr.
Users of the app, which uses geolocation services to help gay, bisexual and bicurious men find potential partners, will receive a link and code to stream the video.
The move is a first for both the luxury label and the hook-up app, but speaking to the New York Times Anderson described the decision to collaborate as “a no-brainer", calling Grindr an "incredibly modern platform".
Grindr's foray into this type of content is not likely to be its last. It currently claims to have one million active users on the platform each minute, and towards the end of 2015 it appointed Ogilvy & Mather veteran Landis Smithers to head up marketing and partnerships.
JW Anderson is the latest in a long line of luxury labels who are experimenting with social. Michael Kors was first out of the gate with Instagram's new Marquee video ad format at the end of 2015, while Burberry has been harnessing the power of Snapchat in recent months to share its latest collections.