Last month we reported Grindr (we don’t have to tell you what that is) joined PR Consulting’s client roster, and today we got some indication of what that was all about. The New York Times‘ Matthew Schneier reports in a brilliantly titled piece, “Grindr, the Gay Dating App, Hooks Up With Fashion,” that J.W. Anderson will live-stream its Fall 2016 menswear collection in London exclusively on the social networking app this weekend. It’s the first time the app teamed up with a fashion brand, and as The Times noted, J.W. Anderson is also a client of PR Consulting, along with Brian Atwood, Altuzarra, and Versace. The label’s designer Jonathan Anderson explained to the Grey Lady that connecting with the platform was “a no-brainer.” Grindr has a reported 4 million users in 192 countries.