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#Tinder CMO shares plans to show up in the real world, starting with fashion line

Tinder has just launched its first fashion line, a collaboration with designer Chet Lo. The tie-up is part of a bigger strategy shift in the way the dating app shows up in the physical world, with brand partnerships a major part of its plans.

Chief marketing officer Melissa Hobley is behind the foray into fashion, having signed the deal with the Asian American designer who has dressed the likes of Zendaya, Doja Cat and Kylie Kardashian.

“Chet is it is one of those designers who is just having such a moment is in the zeitgeist, but also,” says Hobley. ”Equally important, though, is that Chet is very open and loud about his queerness and his experiences dating. When we started talking to him, it was such a good first date. He is dating and he’s on Tinder and that felt really special.”

Source: Tinder CMO shares plans to show up in the real world, starting with fashion line | The Drum