Grindr is making a bold move into the fashion arena this month. The immensely popular gay "dating" app plans to exclusively stream Irish designer J.W. Anderson's upcoming SS16 runway show during London Fashion Week. Anderson is known for unconventional and gender-bending design, so he likely has a big gay following that uses Grindr. While Uptown Bourgeois is definitely supportive of the ever-evolving world of collaboration, one can't help but think that this is a problematic way to go to promote fashion brands. Here are 5 ways things could go horribly wrong during the live stream:
1. There might not be anyone watching.
Let's be real. Grindr is predominantly used for hookups. If a guy is logging on to meet up with a potential new friend, is he really going to let a fashion show stand in the way? He can see the thumbnails online the next day.
2. People around you might see more than they bargained for.
You never know. You might be so enraptured by this runway show that you want to show your roommate one of the looks. This might also be the opportune moment that a select headless torso decides to spark up conversation by sending you a picture of his you know what. What will your friends think of you when they get an accidental glimpse of what it's like out there in the wilderness?
3. Every "dating" app will start live streaming fashion shows.
Imagine a world where the most exclusive access to fashion lies where you also get the most exclusive access to...you know. The FW16 Marc Jacobs runway show...only on Scruff! Tune in to Tinder to see the latest looks from Alexander Wang. While sex is often used to sell fashion, this might be a little too literal.
4. Everyone might lie about where they saw the show out of embarrassment.
Grindr can be a deep dark pit of shameful activity. When you meet someone there that you actually like and see more than once, it's a common practice to make up a story about the origins of your first meeting. You met at a coffee shop. You ran into each other at the gym. Anything other than "we met on Grindr". So imagine explaining where you saw the J.W. Anderson show? Some will read about it in WWD or see clips on gq.com. But you saw it on Grindr. People will judge you. Even if you just went there for the fashion. Like a guy who was just reading Playboy for the articles.
5. You might be distracted.
If you're on Grindr, odds are you know a thing or two about how to maximize results. Even if you are truly invested in watching a fashion show, will you be able to concentrate with everything that's going on? That damn notification will keep going off while you're trying to enjoy your program. Even though most runway shows are on the shorter side, five minutes is a long time to sit through an obligation when you have other things on your mind.
Let's hope this is just one of those one-off, headline-grabbing ideas that no one tries to duplicate. Keep fashion and "extracurricular activities" separate.