The gayest fashion show ever.

BACKGROUND:

As anti-gay narratives rise globally, framing queerness as “unnatural,” Grindr’s brief was to counter this with a visible idea, rooted in its role as a community connector, that could shape culture beyond LGBTQ+ audiences.

IDEA:

I WOOL SURVIVE, the gayest fashion show ever. In collaboration with Rainbow Wool & designer Michael Schmidt, 36 looks made from the wool of 36 gay rams turned scientific fact into couture.

Watch the case film

Introducing: Michael Schmidt.

Michael Schmidt is a celebrity fashion designer known for creating iconic stage looks for artists such as Lady Gaga, Beyoncé, and Madonna. For I Wool Survive, Schmidt crafted 36 bespoke looks using wool from 36 gay sheep living at Rainbow Wool's farm in Germany. Inspired by historic gay archetypes — the collection transformed gay identity into a bold runway statement, bringing it to a global audience on the New York catwalk.

Watch the design film

Love in all the details

100% Earned PR

Debuted in New York, the unexpected collaboration between Grindr, Rainbow Wool, and designer Michael Schmidt, generated global attention and press coverage across lifestyle, fashion, and mainstream news. The message was clear: same-sex behavior exists naturally. By transforming wool from rescued gay rams into a high-profile 36-look runway fashion collection, the campaign became a culture moment that authentically reframed the conversation from misled belief to factual biology.

Results:

300+

pieces of global coverage.

2.4B

earned impressions.

2M

social engagements.

450+

pieces of user-generated-content.

+1820%

increase in donations for queer rights.

Awards:

👉 Click for full award list 👈

Credits: Client: Grindr: Tristan Pineiro, Sarah Jenkins, Benjamin Cooper, Alex Sacripante, Michael Stücke, Michael Schmidt, Kelly Cutrone, Quinn Halman, Concept: Grindr x Rainbow Wool x Michael Schmidt x People's Revolution, Schakir Islamow, Group CCO: Alex Schill, CCO: Till Diestel, Creative Managing Director: Andy Wyeth, Managing Director: Liselotte Schwenkert, CSO (Chief Sheep Officer): Nadia Leytes, CD: Sebastian Simon, Dennis Fritz, Copy: Louisa Heuter, Ann-Kathrin Schirpke, Art: Marius Merkle, Account: Isabella Capodieci, CWO (Chief Wool Officer): Emilio Valverde, Photography: Oliver Halfin, Plan.Net, HMMH, TACSY, Mediaplus, Supreme Music, People's Revolution

Selected Works