Why Dating Apps and Porn Sites Will Be a Fashion Mainstay 

dating app, fashion, tech, grindr, porn

The fashion world has been on a bender humming about J.W. Anderson’s a/w 2016 menswear exclusive livestream on gay dating app Grindr this past weekend. The pairing between Anderson’s wild sexual reputation and Grindr’s digital expertise was an undeniable win for both parties. “We always look for ways to push boundaries – and of course the global reach of Grindr is undeniable,” says Anderson. But this isn’t the first or the last of what we’ll hear about fashion’s growing relationship with dating apps and porno sites.

dating app, fashion, tech, grindr, porn
Grinder user, Scott Mason, takes to Twitter during Anderson’s livestream event 

This week also brings the announcement of Diesel, under the artistic direction of Nicola Formichetti, Lady Gaga’s former stylist, that they will be flaunting their new underwear collection this Spring on Grindr and Tinder, as well as websites YouPorn and PornHub. Not surprising that Diesel is set to break boundaries as the first brand to advertise on PornHub.

“I like talking about things that are taboo, which made porn sites and dating apps a great fit for the brand,” says Formichetti.

Unarguably the most ambitious campaign to date, this will not however be Diesel’s first shot at teasing their fashion wares on a dating platform under Formichetti. You all remember those provocative placements on Tinder last Fall. The campaign, “Decoded by Diesel,” released 15-second video ads with models playfully portrayed as possible matches.

The digitally progressive strategy of using dating apps and porn sites offers brands a way to reach people irrespective of language. When it often times is a challenge to create a single line of copy that relates on a global scale, sexual fantasy is a language everyone understands. Call it cyber flirting if you will, with some serious ROI that guarantees more than a few eyeballs and winks. About 50 million people use Tinder every month, while seven million use Grindr. Pornhub is No. 64 in worldwide web traffic and No. 55 in the United States, just behind Macy’s but ahead of Microsoft.

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But if global reach is not enough to get your toes curling, think about the possibilities with localization, immediacy and targeting with a user during peak arousal and in need of instant gratification. Online dating culture is the language of now and there’s an honesty in dating apps and porn sites that celebrate the very things fashion marketing aims to satiate – immediacy, sexuality and desire. While Anderson and Formichetti are leading where other brands may fear in digital, you can be sure to see further exploration with hookup apps and porn.

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