The New Era of Celebrity Relationship Hard Launch

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Emily Ratajkowski Eric André relationship hard launch kourtney kardashian jennifer lopez ben affleck travis barker zendaya tom holland myke wright lizzo

Supermodel Emily Ratajkowski and comedian Eric André hard launched their relationship on Valentine’s Day with an unconventional joint nude photo on Instagram.

In the funny photo, André lies naked on a couch sipping a glass of wine with a strategically placed heart emoji covering his crotch. Meanwhile, Ratajkowski is seen smiling wearing nothing but a red bra in the mirror behind him.

Definition:: Hard launching a relationship is the celebrity-led trend of explicitly announcing a new romantic relationship on Instagram via a photo or video and an accompanying caption.

Why it’s important: Ratajkowski’s and André’s irreverent nude photo signaled a shift from the traditionally romantic relationship hard launch.