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.
