In an age of prying eyes on social media and non-stop celebrity speculation, dating has become even more stressful than it used to be. As gen Zers battle an endless game of appearances, it’s clear that we’re more desperate to control our dating narratives than ever before. Influential individuals and serial daters alike are finding the best way to introduce a new partner might just be an all out hard launch.

2022’s soft launch trend saw couples and stars alike teasing their latest flings on social media, without big fuss. Did you infer the presence of someone else on your weekend getaway instagram posts? Is there a mystery leg poking out of your blurry story post? If you have your friends desperately swiping up to figure out who you’re with—congratulations, you’re soft launching properly. Although a good means of introducing a new beau to your social world, this still leaves netizens and media outlets hungry to learn the full story—something that has long been a problem for celebrity couples.

Celestial art pop queen and overall icon FKA Twigs seems to think it’s about time we all tried something new in 2023, choosing instead to hard launch her new partner. In an Instagram post from Tuesday 7 February, Twigs revealed her new boyfriend, artist and photographer, Jordan Hemingway in hopes of beating the press to the “pip.”

 

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As stated by the dancer-turned-singer, “The whole of my career I’ve been hunted for who I am dating.” Contrary to its predecessor, the aim of the hard launch is to rise above speculation and obsessive questioning over who’s snogging who. Instead, transparency is what the bold move allows, at least for those in the public eye. And for many, it’s better to get ahead of the discussion before you’re chased around the city.

It’s not just Twigs who’s trying to get ahead of the curve with the hard launch trend, we also saw Lizzo dispelling any mystery over her current partner Myke Wright just before heading out to the Grammy’s with an Instagram post captioned “hard launch.”

 

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We also can’t forget the notorious Eric Andre Valentine’s Day hard launch of Emily Ratjowski on his Instagram, a couple who unfortunately are already rumoured to have split. It’s clear that there’s fun to be had with bold and even outrageous hard launches. Even if they don’t come to complete fruition, they help to stop incessant photographer pestering.

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A post shared by Eric Andre (@ericfuckingandre)

Privacy is important, but as any 21st century celebrity knows, it’s not a luxury afforded to those in the public eye. Much like the press’ obsession with Twig’s other ill-fated flames, Selena Gomez and Justin Bieber faced similar romance pestering during their relationship. And, now that the Canadian singer is married to nepo baby Hailey Bieber, TMZ has never been so busy.

2023 is the year for bold relationship statements. No more cowardly allusions to a couples’ getaway on your instagram story, and no more subtle peaks of a partner’s hairy knuckles. We want to see loud and proud announcements of your new boo, no matter how short-lived or chaotic that journey might be.