Out of all of the fashion/tech pairings that have developed in the digital age, one of the most confounding is the industry's relationship with Grindr, a gay social network and mobile app. First, it signed on with powerhouse public relations firm PR Consulting — a company whose roster also includes the likes of Altuzarra, Christopher Kane, Dries van Noten, Acne Studios and more. In the subsequent months, it live-streamed J. W. Anderson's fall 2016 menswear show during London Collections: Men, hosted giveaways with prizes from labels like Baja East, Illesteva and Re/Done Denim, and supported advertising for clothing and accessories brand Diesel. (There was also that highly publicized rumor that Marc Jacobs used the app to find men willing to participate in a "wild" orgy, which the designer amazingly dismissed on his own terms.)
It seems only logical that the app's next step would be to tap into its user base for casting and editorial purposes. In Paper magazine's brand new "Sexy" issue, a steamy shoot by Steven Klein features a group of men scouted through the app. This is the first time an editorial has been cast using Grindr; a push notification for the casting was enabled when New York-area men would log on, and if interested, they could submit themselves for consideration to casting director Barbara Pfister. The final models were selected by Klein himself after an IRL meeting, shot at his studio and styled by Mel Ottenberg.
There are 22 men in all and judging by how gorgeous they are, those of you who've been on the fence about signing up for Grindr should probably do so asap. Head on over to Paper to see the entire editorial, but be warned: it is very, very not safe for work.