search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
search
Glossy Logo
Subscribe Login
  • Glossy+ Member Subscribe Now
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
  • email
Fashion

Grindr’s first fashion show livestream netted a mere 150,000 views

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
By Glossy Team
May 17, 2016

Turns out people don’t really use Grindr to watch fashion shows. The gay hook-up app revealed today that its curious January live stream of a new line by designer J.W. Anderson drew a total of 150,000 views. In a first for Grindr, the app broadcasted Anderson’s fashion show to its 2 million daily active users in 196 countries, meaning just three-quarters of a percent of its total user base watched a part of the show.

Speaking at the Decoded Fashion Summit in London today, Grindr’s vp of marketing Landis Smithers said the app won’t livestream another fashion show, but is focusing instead on forming new partnerships with technology or music brands as it continues to expand its image. In a recent collaboration with Paper Magazine, for example, the publisher held an open call for users of the app to model in a Grindr-themed photo spread.

Smithers also took the opportunity to compliment Anderson for not shying away from the sexually provocative app.

“Everyone expected us to come out and do an underwear runway show so we intentionally went to someone who was esteemed,” he said, according to The Drum. “Fashion wasn’t ready for it in some ways, certain modeling agencies turned down Johnathan’s show because they didn’t want their models on Grindr, but Johnathan didn’t flinch. Certain publications were afraid to cover the show and afterwards came scrambling.”

Smithers was tapped as Grindr’s first vp of marketing last fall to help guide the 6-year-old app, recently valued at $155 million, as it evolves from a sex app into a lifestyle platform.

  • Facebook
  • Twitter
  • LinkedIn
  • Reddit
Related reads
  • Member Exclusive
    Fashion Briefing: J.Crew is betting on global activations amid rising American interest in Europe
  • Fashion
    Condé Nast and Hearst strike Amazon AI licensing deals for Rufus
  • Member Exclusive
    Luxury Briefing: How Fanatics Fest became a centerpiece of the crossover of sports and culture
Latest Stories
  • M&A
    Ulta Beauty acquires UK retailer Space NK to power its international expansion
  • Member Exclusive
    Fashion Briefing: J.Crew is betting on global activations amid rising American interest in Europe
  • Beauty
    Why customer brand trips are core to Cocokind’s marketing strategy
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Threads
  • Email
About Us
  • About Us
  • Masthead
  • Advertise with us
  • Digiday Media
  • Custom
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2025 Digiday Media. All rights reserved.