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Social media’s been buzzing about Wicked for months.

But movie promos turning into cultural events has been a thing for a while now.

Remember Margot Robbie and all her outfits leading up to the Barbie premiere? Or the raised eyebrows surrounding Blake Lively’s It Ends With Us promo tour? Today, we’re revealing all the ingredients that go into a movie press tour that breaks the internet.

In today's newsletter:

• 4 Ingredients for a ‘wicked’ movie promo (find out what the Barbie, It Ends With Us, & Wicked press tours had in common)

• How TikTok killed the Samba (here’s why the fashion girlies kinda ruin everything)

• Trend plug - The ‘chill guy’ meme

• Ask the Editor - How do I get past imposter syndrome?

- Charlotte, Editor ♡

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4 Ingredients for a ‘Wicked’ Movie Promo

Press tours are the new pop culture spectacles.

Yes, I’m talking about Wicked. Just like everybody else on the internet.

For months now, Ariana Grande and Cynthia Erivo have been orchestrating a symphony of tears, themed outfits, and TikTok fodder—all under the guise of promoting the highly anticipated film.

Wicked's press tour is already a blockbuster, and the hype train is in overdrive.

This has become a common phenomenon: films are promoted with elaborate, high-stakes performances where outfits, soundbites, and even off-screen drama get as much—if not more—attention than the actual film.

And while it's marketing gold, it’s also a fascinating reflection of our culture’s obsession with spectacle and narrative.

Today, promoting a movie means turning the promo campaign into its own standalone event, and it’s not just Wicked.

Think Margot Robbie’s Barbie-core wardrobe. Think Don’t Worry Darling’s on-set chaos and Florence Pugh’s refusal to play along. Think the It Ends With Us drama or Anyone But You’s rumour-fuelled frenzy.

At this point, the press tour is the product.

And it’s got us eating out of the palm of its perfectly manicured hand.

So, what makes a press tour break the internet harder than Kim K and a bottle of champagne?

It’s a delicate cocktail of aesthetics, drama, and social media strategy, shaken (not stirred) for maximum engagement.

[Keep reading]

-Sophie, Writer

I'm in awe of the TikTok fashion girlies.

Their Ganni bow-tie tops, their accessory-laden Stanley cups, their skirt-over-jeans layered combos...

But I'm scared of them, too.

They're a bit like the Greek story of King Midas who wished that everything he touched would turn to gold, then watched as all the things he loved turned to a precious metal.

What the fashion girlies post shines bright in the trending limelight, then burns out—never to be trendy again, gathering dust in the corner of urban op-shops or worn by trend latecomers trying hard to stay relevant (like the UK Prime Minister).

This is all to say the TikTok fashion girlies wield immense posting power.

And here's the thing: they came for my favourite shoe.

Because I'm all about a cute little shoe. Something dainty, but tuff. Hard wearing, but sleek in its own way.

And it seems the fashion girlies have this in common.

The shoe I'm thinking of is in your head right now, isn't it?

I probably don't even have to say what it was, but I will.

TikTok blew up the Adidas Samba.

You know the shoe.

Described rightly by The Guardian as 'an archival pub shoe that works almost anywhere' and 'the thinking man’s Gazelle' by The Standard, the Adidas Samba has been a low-key classic since its release in 1949.

[Keep reading]

-Maggie, Copywriter

Trend Plug - The ‘Chill Guy’ Meme

Marked by a cartoon dog—hands in pockets, blue-jean-rockin', lil' red sneaker wearing—this trend is taking TikTok by storm.

Basically, it's all about showing you're a relaxed dude and that any of your negative behaviours and habits are not your fault! You're just doing your thing, yano?

From situations like, 'When she yells at you for forgetting what she told you earlier today, but you are just a chill guy enjoying your day,' or 'When life gets serious, but you're just a chill guy going with the flow,' — here's how you can show you're just cruising through life (even when it annoys your girlfriend).

How you can jump on this trend:

Chuck the little dog dude on a background (usually a nature scene). Add the standard backing track (piano music with a dove hooting), and then pop on your relatable text—the thing you do that annoys other people, but it's just because you're a chill guy!

A few ideas to get you started:

• 'When you forget that deadline, but you're just a chill guy.'

• 'When work gets busy, but you're just a chill guy rolling with the punches.'

• 'When they ask what you're doing for your birthday, but you're just a chill guy, so you'll see how you feel on the day.'

-Maggie, Copywriter

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I struggle really bad with imposter syndrome and ADHD on top of that. How do I get past that and start posting content? - Bea

Hi Bea!

The thing about imposter syndrome is that no amount of planning or preparation can make it go away. The only way to gain the confidence to do something is to start by doing it scared.

And the beauty of just starting out is that you probably don't have much of a following. That means you have free rein to try things and make mistakes. Although it can feel like everyone is judging you, I can promise you they aren't!

So the best advice I can give you is to start small. Just force yourself to post something. Then, set a reminder on your phone to post every day. Even if you feel like you have nothing to say, force yourself to post anyway.

The more you do that and realise nothing bad is going to happen, the more comfortable you'll get. And once you've got the habit down, you can start refining your content.

- Charlotte, Editor ♡

For the group chat

😲WTF: Is WICKED even worth watching in cinemas?
😂Yap’s funniest home videos: “It’s soup” 🤣 
❤How wholesome: This cat’s making me cry 🥹 
🍝What you should make for dinner tonight: Healthy Girl Dinner

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