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We’ve made it past blistering heat waves and landed in July, which can only mean one thing – “hard launch summer” is back in full force.
Glastonbury, the British music festival, was ripe with romance this year. Pop singers Gracie Abrams and Olivia Rodrigo both more than hinted at their respective relationship statuses on Instagram with photos from the weekend’s festivities.
Rodrigo had subtly posted photos of British actor Louis Partridge in previous photo dumps, but never his face. But towards the end of a Glastonbury recap post on July 2, Rodrigo shared a clip of her dancing on Partridge’s shoulders, smiling and singing along to Pulp’s “Common People.”
The comment section exploded.
“The hard launch I was waiting for I’m so happy,” one fan wrote.
Abrams also shared a photo of herself dancing on Irish actor Paul Mescal’s shoulders over the weekend on her Instagram stories, followed by a selfie in a photo dump on her feed on July 2.
“I’m so happy for two people I don’t even know,” one fan commented. “Both you and Olivia hard launching on the feed is really special to me,” wrote another.
So what is the art of the “hard launch”? The term made waves last summer when Taylor Swift finally posted Travis Kelce on her Instagram feed. Both Abrams and Rodrigo’s rumored relationships have also been in the spotlight already. Early kisses caught by paparazzi, gossip circulating social media, songs seemingly written about their partners (have you listened to Rodrigo’s “so american”?). But the “hard launch” is about telling the world you’re together, on your terms.
Therapists say celebrities have myriad reasons for pulling that proverbial trigger. But whether it’s a carefully curated moment or an impulsive expression of love, you can’t unring that bell.
“Every aspect of the relationship can become fodder for public consumption and scrutiny, putting a spotlight on the couple and creating pressure to be seen as a healthy match,” Jeff Guenther, licensed professional counselor and author of “Big Dating Energy,” previously told USA TODAY. “You’re also leaving yourself open to increased criticism.”
The ‘hard launch’ and controlling the narrative
Dating is tricky no matter who you are, especially early on before you decide to start telling people. With celebrities, not only are they opening themselves to scrutiny from their family and friends, but often the whole world.
In the beginning stages, it may also seem too good to be true, and shouting your love from the rooftops can feel like jinxing it. Last summer, when Sabrina Carpenter featured then-rumored beau, Irish actor Barry Keoghan, in the music video for “Please, Please, Please,” the song begged him not to “embarrass” her.
We can’t speculate how Carpenter feels after that allegedly fizzled, but her newest single, “Manchild,” may give listeners a clue.
“When we introduce someone as our partner, there is an expectation that we’ve vetted this person,” Kimberly Vered Shashoua, a licensed clinical social worker, previously told USA TODAY. “It can be embarrassing to have to go back to friends, family and Instagram and update them with a breakup.” Think about all the couples, celebrities or otherwise, who never announce a thing. Often, it’s a matter of self-preservation.
All that said, it’s easy to see why celebrities might want to shout about their relationships anyway. They’re just like anyone else. It feels good to be in love.
“When we feel confident in our partner, it can feel great to show them off,” Shashoua said. “It’s a lot easier to be honest with our friends and family than sneaking around. If we’re active on social media, it can feel strange to have such a big part of your life hidden.”
Risks, benefits of authenticity
People must weigh the benefits and risks of authenticity when publicizing a private relationship. These “depend on what celebrities are getting out of it, the impact on their personal and professional lives and whether their choices are in line with their personality and core values,” Cecille Ahrens, a licensed clinical social worker, previously told USA TODAY.
No matter who you are, you give up pieces of yourself during a hard launch. Ahrens adds you may receive “unwanted attention” or face “constant boundary violations.” Just ask Abrams, who faced criticism as rumors swirled about her and Mescal’s relationship after his apparent breakup from Phoebe Bridgers. But with enough time passed, Abrams’ “hard launch” has been met with support.
The “hard launch” can even be a business strategy: “By being open about their relationships, celebrities can connect more deeply with their fans, boosting their parasocial relationships and most likely leading to more sales or followers,” Guenther said.
It’s a decision that requires care and conversation. But at the end of the day, at least the decision is theirs.
Contributing: David Oliver
