@grindr’s creative director @landissmithers on collaborating with @jw_anderson:
“[The collaboration with J.W. Anderson] was my first experiment with Grindr. I wanted to try something in fashion with a brand that was smaller, more elevated, more emerging. I work with Pierre Rougier and his team on PR—they have an inherent ‘get it’ factor that makes my life much richer. He asked if I had heard of Jonathan, and I laughed. I loved how Jonathan had been pushing the boundaries of gender in fashion for the past few years, and felt stupid for not thinking of it. So we found a way to partner, to live stream his runway show from London on Grindr (a first in the category), and rolled the dice. It was kind of perfect: random, transgressive, creative, young. The press went crazy, we won awards, it opened a slew of doors for us. Side note: we pulled it together in five days. You have to be able to take leaps of faith to have real impact these days.”
More from the interview (and his closet) on #coveteur.com. 💻
📷: @jakerosenberg // styling: @stephaniegmark http://ift.tt/2mRLZVi