The British Fashion Council and Decoded Fashion has awarded the men’s dating app Grindr with a Beyond the Runway award for most engaging fashion week campaign at the Fashion Futures Awards.

The award comes as a result of J.W. Anderson’s decision to stream his fall men’s 2016 collection live on Grindr in an attempt to capture the audience in a creative way.

In explaining why he chose Grindr, Anderson explained “we’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing.”

Other winners at the Fashion Futures Awards included Snapchat for the Tech Visionary award, ASOS for innovative consumer experiences, and Semaine for best e-commerce launch.