jennifermorrison: May 2026 be filled with friends like @colinodonoghue1

(Friends, I’ve just finished this and it is INSANELY LONG. Like, two looong book chapters long. But I PROMISE it’s worth it. I was gonna cut it into multiple parts to make it more readable, but I’m going to be super busy over the next few days, so I wouldn’t have a chance to post subsequent parts until probably Christmas, so I’ve decided to drop it all now so I don’t delay the final victorious conclusion. Sorry, it’s so long, but I don’t really have time to rethink it and try to tell the story in a more concise way. Again, I think you’ll be glad you stuck with it if you want to feel as thoroughly confident as I am that Nic and Luke are absolutely together.)

So I want to start by saying something I’m sure I’ll repeat. This is, of course, just my opinion and supposition based on the evidence available to me. But I also want to say, I am absolutely, positively sure now in a way I have never been. Genuinely not a doubt in my mind, and I think you’ll agree by the end of this.

It’s also worth noting that this may be nothing new to some of you. I’ve only been on this platform for a week and have barely scratched the surface of the great content here. So this is how *I* came to the final, joyful conclusion that everything is right with the world where lukola is concerned. I had long been sure they belonged together, but was afraid to embrace the theories about them actually being together now for fear of heartbreak, plus all the confusing signals about A & J, etc.

But all that changed a couple nights ago when I finally got the last piece of the puzzle I needed to see the big picture. There were just too many things that didn’t make sense, until they did! I literally couldn’t sleep that night (seriously only got about 2 hours) and then spent next day telling my husband the story for hours (in 20-30 minute increments as he could spare them during his slow, Christmas time work day).

My husband has been a patient, long-suffering skeptic through all of this. He’s put up with my rants and constant videos I just had to share, but he’s been completely convinced from day one that they simply leaned into their friendship to turn on faux relationship vibes for PR. He was absolutely sure it was all just make-believe for the fans. No matter what I showed him, he could not be convinced.

Until yesterday. Yes, I convinced the toughest skeptic in town.

I think it’s important to start with my journey into the Lukola fandom for context. I was a casual Bridgerton watcher until this season, and had never read the books. I liked season 1, I loved season 2, and I was looking forward to watching season 3.

I had planned to wait to watch the first 4 until the second half was about to launch (so I wouldn’t have to wait for more), but I realized after about a week that we needed to watch it immediately before everything was completely spoiled by timeline gifs and clips.

Needless to say, I was beyond hooked. Instantly. Season 3 was another level for all the reasons you all know. Finally I could engage safely with the fandom, but the process from occasional Polin/Lukola content to nonstop immersion took some time. So even following the second half, there was a TON of footage I hadn’t seen.

All of this to say, I basically missed all of the World Tour stuff as it was happening, and it took well into the summer to finally see so many amazing clips and edits that I was absolutely fucking sucked into the lukola wormhole. However, I was well behind many of you on the curve, and even to this day, I’m still catching up on things.

But by late summer, I was all in. I was sailing high on USS Lukola (or I suppose that should be the HMS Lukola!) because I saw exactly what you all saw. This was clearly real, their feelings were indisputable, and everything about their behavior and much of what they said was so far beyond PR, even “faking couplehood” PR.

They were real. Even if he had this dumb girlfriend. (I say that only in the good-natured, abstract sense that I wanted him with Nic, not in a personal “actually about her” sense. In fact, I’ve never said anything hateful about either A or J and I hope I never will.)

WHY AREN’T THEY TOGETHER???

I couldn’t resist the mystery.

It drove me absolutely crazy for months trying to understand why they weren’t together. Nothing made sense, but I mentally explored literally every possibility. They’re afraid of ruining their friendship? They’re afraid of disrupting the production if it goes wrong? These possibilities at least made some kind of sense and seemed to be the only explanations I could find. But in my mind, they weren’t good enough reasons to resist what these two so obviously had. Still, I’m not them, so that was easy for me to say. I had nothing to risk in this.

One or both of them is/are secretly gay? Soulmate besties instead of soulmate lovers? I didn’t think this was the case and nothing made me believe this. Yet, I was attempting to allow for every possibility. Still, with Nicola being the super vocal “gay icon” that she is, it was hard to imagine she wouldn’t live out and proud if that was the case. And apparently she lived with an unknown man for two years. Though she does always keep her private (romantic) life super private, so I suppose who knows? And, of course, Luke had two very public past relationships with women, but again, who knows, I suppose? This option doesn’t ring true at all, but it does exist in the universe of possible explanations for this inexplicable situation.

They love each other in a soulmate way, but somehow one of them just isn’t “attracted” to the other? Certainly, if the stories about Antonia were true, that might suggest that Luke might be attracted to an entirely different physical type than Nicola. But that didn’t ring true either because LOOK AT THEM TOGETHER! He can’t take his eyes off of her, let alone his hands. And the same for her. They are magnetized to each other. If that’s not attraction, what is?

One of them has baggage and isn’t ready for a real, serious relationship? This one seemed possible. People can have hang-ups or wounds for all sorts of reasons, and letting someone in – especially someone who might actually be your soulmate – can be terrifying. Self-protection by avoiding relationships and/or distracting yourself with less meaningful relationships is a natural way of coping with baggage. Yes, maybe this one? Neither of them seems obviously wounded, but what would I know? Most people don’t wear their wounds on their sleeves, least of all during a PR tour. Still, the energy flow between them seemed anything but wounded. It seemed like the healthiest, happiest thing in the world.

People kept saying, they’re blind and they don’t see it yet. But I don’t believe anyone can be that blind. Especially after watching all the countless edits and clips of their tour, which we know they did because Nicola is chronically online and sharing with Luke the best of it all (and sneaky Luke is likely lurking also).

So at the end of the day, I had no good explanation. It just kept not making sense.

Then those music festival photos of Nic and Jake (I’ll abbreviate sometimes for ease, but I do say their names) showed up. The fandom erupted into chaos with full reactions across the spectrum including a bizarre, almost immediate burst of (not yet named) jakolas, which felt like a disproportionate response to a few photos.

Admittedly, those photos did look quite friendly, and touchy, and yes, they stood arm-in-arm. But lots of friends stand like that at concerts. And Nic is known to be touchy-feely, so let’s not go overboard, I thought. However, I did acknowledge (in my head, I didn’t weigh in online at all) that it suggested that it COULD be romantic. I opted not to freak out, because either way, Nic’s love life is her own and I want her to be happy.

And it’s worth saying here that both of their private lives are none of my business, none of any of our business, and even writing this is completely at odds with that truth. I acknowledge that. But what I told myself, and actually meant it, was that I was going to stay out of it unless and until NicLuke got together. That was the only place I would invest my energy since they’ve both said they think it’s sweet that fans ship them. If they dated others, good luck to them. Be happy. But when the time comes…

Yes, friends, the time has come!!! But back to my story.

Note that (because again, I was still catching up), I hadn’t yet seen the swimming in Sorrento photos and had missed that piece of the puzzle at that point. Throughout this time, I’d see people refer to things on Twitter like everyone already knew what they were talking about, but hardly anyone ever took the time to explain. So I got lots of glimmers of things that others felt were notable, without actually knowing any details. Those pictures were an example. Another was the Claddagh ring.

I’m very grateful to some amazing deep dive blog entries by @threeacttragedy that explained the ring, “Bless the Telephone,” and other meaty, important history that I’d previously only heard mentioned in passing. In fact, one of her blogs is what first brought me here by referral from Twitter. And if you don’t follow her, you should!

In the past week, as I started reading blogs that broke down past dates and clues, I finally started looking them up one by one and trying to put the pieces together in my head. I’d seen the swimming photos by then, but I revisited them. I dug in to try to understand the references to a “New Year kiss” from the night the friend group (Rory, etc.) posted photos together from a Soho House party. I reviewed Hot Boy Summer, I rewatched the incredibly emotional video of Luke meeting Nicola’s mom, I looked at photos of the Claddagh ring and went to Chupi’s website. I learned about the LA photos from April, both Antonia’s version and the InStyle Polaroids. I reviewed all the photos of Luke and Antonia that I could find. And I reviewed all the photos and videos of Nic and Jake that I could find. Also, I listened to “Bless the Telephone” about one hundred times. Lol.

Regarding Luke and Antonia, I had the same response in this deep dive I’ve had every time. Weird. I mean, if I didn’t feel so strongly that Luke was in love with Nicola, and if I knew nothing about him except he was some hot actor, could I see him dating someone like A? Sure. But the fact that there are almost no pictures of them posing together, alone like a couple, is weird. Even if it’s super casual and she was just his date to some stuff. The fact that Luke looks grumpy in both sets of pap photos (premiere night and swimming in Sorrento), but A is smiling happily in at least one of the premiere night photos is weird. The fact that after the Sorrento pap photos, Luke seems to leave his friend group to come home early, and then stops liking any of his best friend Rory’s photos from there on, weird.

The fact that in the fall, she posts pictures harkening back to a place and time they were apparently together, but without any actual photos together, weird. And the continual drip, drip of Likes from Luke is weird. And then when a photo of Luke in a restaurant in Rome is posted by the restaurant, she immediately follows with a video story of someone making pasta in the same restaurant, weird.

Perhaps weirdest of all, the fact that she pre-posted the LA pictures, and then he gave other versions of the same shots to InStyle. Especially the switching seats thing. If my husband and I were taking pics of each other at a café, I’d take his picture in front of the traffic, and he’d take my picture in front of the restaurant, because that’s where we’d be sitting. Across from each other. So why switch seats to take the photos? It’s not like that street with traffic was such a fantastic backdrop that we’d each need our turn with that shot? And they’re the same, with the same table number, but different. Sure, traffic moves, but weird coincidence that they each had a white truck, but a DIFFERENT white truck. So, like I said, weird. Always implying they were together, but never actually saying/showing it. Weird.

I read all sorts of theories from pragmatic (we just have to accept that they’re dating) to hateful (they’re not together/never were, but she’s obsessed and keeps inserting herself in a pathetic, desperate plea for attention and followers) to seemingly far-fetched (some sort of NDA that means for some reason Luke is obligated to Like her photos). Only the first of these seemed plausible. I maybe didn’t like it (not maybe, I didn’t like it at all), but I thought, “Yes, I guess we just have to accept that they’re probably together until they tell us otherwise.”

(Though I held out a small sliver of “but we don’t know anything for sure until L and/or N tell us themselves” hope, which remains true even as I write this.)

Now, let’s talk about Nic and Jake. First, there were those shots from the concert (discussed above). Then, I believe, were the NYC shots (if I’m not confusing the order). In the NYC shots, they were both there, but they weren’t especially intimate in any interpersonal sense. Then, the pap shots on the street posted on DM, ostensibly catching them walking home together, holding hands and arm-in-arm after a night at the pub. With those photos came an onslaught of fandom fury and gossip site reporting about how “Nicola Coughlan confirms her relationship…” Same story runs across a bunch of trashy sites, all saying the same thing and citing an unnamed source talking about how besotted they were, or whatever the quote was.

Admittedly, I was among the furious fans. Not because of what the pictures showed. Again, I was trying to be serene and Zen about them and their private lives. I believed with all my heart that NicLuke belonged together, but if now wasn’t their time, I’d have to wait. I didn’t love that I’d heard he was only 24, but I was trying to balance my efforts to be a non-judgmental person with my discomfort over that issue and reminding myself that her choices are none of my business (unless she chooses Luke!).

So I did my best to refrain from judgment, even as I saw the fandom erupt into toxic madness about whether it was true, whether he was gay, whether the age gap was wrong, whether DM lied about the date, and if they did (which they did), why? But I figured, unless the photos were very, very old, things weren’t likely to have changed in their relationship over a couple weeks, so I wasn’t overly concerned about the date.

However, I was angry about all these stories (basically the same story across the board) announcing that she’d “CONFIRMED” the relationship. It made me very angry that they said she confirmed something when she’d done nothing of the sort. I wasn’t prepared to argue that she wasn’t dating Jake at that point, but why would they all run this story, with this headline, when what actually happened was a paparazzi photographer snapped shots and sold them, then the media drew conclusions from what they saw?

Nicola never confirmed a damn thing. So why were they running this headline so universally?

I was also angry that the photos existed at all. Photos in her neighborhood could reveal her location and put her safety at risk. Also, how did they happen to be there to take those photos late one specific night? Felt like they must have received a tip. But I moved on and forgot about that part.

Time went on and I saw more and more discussion of Jake’s sexuality. I don’t really want to get into that here because I don’t really feel comfortable speculating about anyone unless they choose to explicitly come out, but I did finally start poking around his page, Douglas’s page, etc. and began to understand why people were saying what they were saying. However, I reminded myself that bi/pan-sexuality exists and I wasn’t willing to partake in bi-erasure, so I held my tongue and kept watching.

Now, at this point, I want to remind us all that Nic has always been extremely private and uttered nary a peep in public about her romantic/sexual life. And fair enough. It’s none of our damn business. Also, she’s talked extensively about how women are not just men’s girlfriends and her feminist take on many things and how it doesn’t feel nice to know that people are more interested in her love life than her work. She’s worked freaking hard to achieve the success she’s now enjoying, and she certainly should not be reduced to a woman in a relationship. No matter who is on the other end of that relationship.

(Again here, I feel the need to acknowledge my hypocrisy in writing this, but I really do genuinely love Nic’s work and spirit and activism, etc. as well.)

So, in light of her position on all of that, we wouldn’t expect her to go public with a new love interest. The fact that she was papped with this guy (if indeed he was a love interest) was just an indication of how much her celebrity and profile have grown. There’s greater interest now and she’s more recognizable now, so it’s to be expected that she’d have a harder time keeping her love life private now than in the past. Not so strange then, that she got caught a couple times in paparazzi photos at this point.

However, would she really then go public with that guy? That would mark a radical change in her behavior just when you’d think she’d want to be the most private because the glare of the spotlight is brighter than ever. Still, she allowed a public photo with him, Camilla, and Evan Ross Katz to go out shortly thereafter. If one believed they were dating, that could certainly be interpreted as a launch. Yet, as I said, would she really do that if she were dating him?

Then he started popping up everywhere. I won’t get the chronology here right because I don’t want to research the dates right now, but there was the Charlie xcx concert, in which she appeared with Jake and Dylan, who is out and proud. The Queer premiere where he was just caught in the background of a fan photo. The simultaneously released photos from the red and gold restaurant (with a mysterious third person taking the photos). There was the apparently brunch-time photo of her with Jake and two others, taken by Dylan. And most recently, Louisa’s photo with Jake and Douglas (who is also openly gay and close friends, if not more, with Jake).

I’m not mentioning all the players in all of these because it’s not critical to the story, and I may be forgetting some photos, but there is a point to all of this. First, there’s potentially a notable shift in what she’s allowing to be shared here. Again, historically, she’s never shared anything about her love life. Suddenly, she’s letting him be photographed everywhere. Also, at most of these events, there were other queer participants and/or queer content (the movie premiere).

And while she’s never allowed her romantic life to be shared, you know what she has often shared? Photos with all of her platonic friends, including her huge friend group of many, many gay men. So this trend in what she’s allowing to be shared suggests that she’s telling a story and clarifying Jake’s role in her life.

But then there’s that one mystery release, the simultaneously timed restaurant photo drops. Clearly coordinated, clearly indicating they were there together. No indication about the third party. Why? Just enough to hint that there might be something going on, and to continue wreaking havoc in the fandom.

Because remember that toxic fandom bickering over all of this? The jakolas swearing they’re in love and soon to be engaged and furious at the lukolas for “being blind and refusing to accept the truth and it’s so disrespectful to Nic ('who you claim to love') by disregarding her feelings and treating the love of her life so badly. They keep showing you they’re in love and you won’t listen!” Etc., etc.

Meanwhile, the lukolas fall into a couple camps. By this point, most have decided Nic and Jake aren’t dating, but some remain circumspect. Some scream back at the jakolas, ostensibly in defense of Jake, saying very similar things about “Jake and his friends are doing everything in their power to show you the truth and you refuse to see it.” And a variety of other responses. Everyone’s mad at everyone.

And all of it, every bit of it, keeps us ALL talking about Nicola Coughlan and Luke Newton. Nonstop, every day.

Now, we are nearing the big mic drop of all of this, and I want to say at this point that we need to remember that Nic and Luke are HUMAN BEINGS who have a right to privacy. And they are celebrities living in a world that has an intense interest in their love lives. And sometimes, we might not feel good about the measures they must take to protect their privacy. We might hate those measures. We might feel manipulated, and we are. But if we love and respect them as much as I hope we all do, we can also understand and forgive them for taking such measures.

A quick review of important factors in all of this:

THINGS THAT TELL US IT’S REAL

The Galway trip and that very emotional introduction to Nic’s mom, which looked for all the world like a woman meeting her future son-in-law

The Claddagh ring and how she’s been wearing it

The things reporters, cast, and crew have said in passing and/or posted, not to mention recent open shipping from Ryan Wheeler and Shondaland’s IG

Everything we saw with our own eyes on the world tour, not to mention everything we’ve seen in the BTS

Little droplets of NicLuke over the recent months like Bless the Telephone and (not yet mentioned above) the S4 selfie and the photo of them in costume that Nic said she thought she’d shared, but now it’s ours (while she hasn’t posted any Jake)

The absolute consistency of all of this as a story that makes sense

THINGS THAT MAKE US DOUBT IT’S REAL AND/OR KEEP US GUESSING AND DISCUSSING

The premiere night pap photos (and though I didn’t mention it earlier, the fact that Nic went home that night so she wasn’t around for A’s attendance)

The friend group photos at Soho House with Luke, A and others

The weird LA InStyle photos

The Sorrento swimming photos

The multiple sets of pap photos of Nic and Jake, including grainy night-time neighborhood photos (with a woman walking a dog in the background)

The way every gossip news outlet ran the same “Nicola confirmed her relationship” story with the same headline and the same anonymous quote

The weirdly devoted, intensely defensive jakolas/Jake stans that seem to care about nothing but Jake/jakola out of nowhere and love screaming at and stirring up shit with lukolas

The chaos and constant discussion of all of this over the past 6+ months

The absolute inconsistency of any of this with anything in the top group

So, this mystery just gets deeper and deeper, and none of it makes sense. Every time I’d try to accept that they were just seeing these other people, something would bump in my head. There were just too many weird things that didn’t quite make sense and the biggest, weirdest one of them all was that NICOLA AND LUKE ARE CLEARLY IN LOVE WITH EACH OTHER.

So while the pieces would always almost fit, the puzzle never quite took shape. Until two nights ago when I stumbled on @lukolafan ’s page after they liked one of my posts. I scrolled down their page and found a link labeled “Lukola PR Strategies and Fake Narratives.” I cannot scream this loudly enough. GO VISIT THAT LINK!!!!! (I’ll add the links myself later if I have time.)

I did and it led to a series of Reddit posts taking an academic approach to teaching us, the general public (and lukola fans) PR Media Literacy. Among the various topics it discussed were things like:

“PR Firms and Entertainment Media: Coordinating “News” Across Gossip, Entertainment, and Official Publications,” which talks about using anonymous sources, more about staged paparazzi, and repeated narratives (“outlets echo identical stories, reinforcing PR-approved messaging, for example, multiple outlets platforms describing a celebrity ‘rising above’ a controversy, quoting the same anonymous insider” – Sound familiar?)

“The Invisible Hand of Celebrity Privacy: How PR Fabricates Narratives and Manipulates Fans,” which includes ways that PR strategies intentionally manipulate fans to fight/debate celebs faking relationships, and more (sound familiar?)

There’s honestly so much meat in all of these (there are a couple others as well) that they are ALL worth reading. There is definitely some repetition, but still, the content is super insightful and revealing and can help us all be more savvy consumers of media.

But I want to focus on two CRITICAL posts, in particular.

“The Role of Staged Paparazzi and Gossip Outlets in Celebrity PR Campaigns”

The first part of this piece talks about the method for staging fake paparazzi photos to create narratives. Two items of particular note (and I’m excerpting directly):

Quality Control of the Image: While professional photographers use high-quality cameras, staged paparazzi photos are intentionally manipulated to appear grainy or blurry. This adds a layer of authenticity to the photo, making it look as though the photographer stumbled upon the celebrity by chance.

Extra Figures in the Background: Another key tactic in staged paparazzi photos involves the use of background extras—people who might be walking with dogs, pushing strollers, or simply in the vicinity.

Think of Nicola’s photos walking home with Jake, a woman walking a dog behind them. Some of them are clear, but some are quite grainy, despite the fact that professional photographers have great equipment and are more than capable of taking a night-time shot.

Another excerpt…

Gossip Outlets: DeuxMoi and the Symbiotic Relationship with PR Firms

With the rise of user-generated content and anonymously submitted tips, gossip websites have become integral to the modern celebrity PR machine. Sites like DeuxMoi thrive on rumors and speculation, providing a platform for fans and anonymous sources to share celebrity gossip. PR teams exploit these platforms to feed their desired narratives without appearing to directly control the flow of information.

How Gossip Sites Like DeuxMoi Work:

Anonymous Tips and Leaks: PR teams often send anonymous tips to gossip outlets, offering details about celebrity activities or sightings. These tips are deliberately vague, leaving room for interpretation and speculation. Once posted on sites like DeuxMoi, the stories tend to snowball as they are shared across social media and republished by larger outlets.

Fueling Speculation: These posts generate buzz and speculation, keeping celebrities in the public eye without any direct confirmation. Gossip sites become a key player in amplifying the narrative, as fans, influencers, and media outlets continue to discuss and spread the information.

Mutual Benefits: While gossip sites operate independently, there is a mutual benefit to the relationship between them and PR teams. Gossip sites thrive on traffic and engagement, while PR teams can ensure their client’s name stays relevant in the public discourse. By subtly feeding stories, PR teams maintain control over how their celebrity’s narrative unfolds.

The piece goes on to give specific examples like Kendall Jenner and Bad Bunny, Tomdaya, Gigi Hadad and Zayne Malik, etc. then talks about fake fan interactions and how to spot them.

It offers key questions to ask about the photos you see (like what story is it telling and why and who benefits?) and then it gives this example. If your ears aren’t already fully perked, this will do it:

Example: 37-Year-Old Famous Actress and 24-Year-Old Lesser-Known Celebrity

Narrative of Romance or Distraction: In this case, the 37-year-old actress is likely fueling rumors of a relationship with the 24-year-old to either distract from something else in her personal life (like a real romantic partner) or to refresh her public image. The younger celebrity could be hired to play a temporary love interest or interest figure in the media, leading people to speculate whether they are more than just friends.

Creating a Romance or Mystery: The photo of them walking arm-in-arm, laughing, or holding hands might suggest that a romantic connection exists. This could be used to make the actress seem more relatable, desirable, or single, even if there is no romantic involvement behind the scenes.

Diverting Public Focus: If the actress is privately in a relationship with another celebrity or involved in an ongoing controversy, the staged photo with the younger celebrity helps to deflect attention. By inserting a "mystery romance," the public is more interested in who the new partner is, leaving the actress’s real partner or issues to stay out of the spotlight.

PR Stunt to Revitalize Publicity: The actress might not just be looking for romantic gossip but also fresh exposure. A curated paparazzi shot could serve as a PR tool to keep the actress's name in circulation—be it through romantic rumors, new partnerships, or simply new media content to fuel speculation.

Potential Body Double for Real Partner: If the real partner is shying away from the public eye or trying to avoid the media, the younger celebrity might act as a "body double" or decoy. This helps maintain an image of the actress being in a public relationship, while allowing her to keep the real relationship.

Don’t think I need to explain the relevance of this very specific example. There’s a lot more in the post, but I’ll move on for now to the next key post.

“Breadcrumbing and Coordinated Campaigns”

In this piece, they offer first some key breadcrumbing tactics, many of which sound awfully familiar.

Common Types of Breadcrumbs:

Cryptic Social Media Posts: Celebrities post vague messages or abstract references, sparking fan theories. Example: Harry Styles posts cryptic images or quotes, prompting speculation.

Coordinated Social Media Timing: PR teams synchronize posts to create the illusion of a shared narrative. Example: Taylor Swift and Karlie Kloss posted similar content at the same time, fueling relationship rumors.

Accidental Social Media Interactions: Liking posts or commenting on ambiguous tweets creates intimacy and speculation. Example: Kendall Jenner engages with fans on social media, fueling rumors.

Seemingly Innocent Photos: Casual photos subtly hint at a larger narrative. Example: Zendaya and Tom Holland posted photos together, teasing their relationship.

Cryptic? Like Bless the Telephone? Or a mysterious left-handed guy holding a phone in the background while Nic gets ready?

Synchronized like Nic and Jake at that restaurant? Or as far as that goes, like Nic and Luke with the S4 selfie?

Accidental social media interactions? I didn’t go into that here, but we’ve seen lots of odd likes and things, lots of Nic interactions, oh, and those RW and SL likes of late.

Seemingly innocent photos. Like very happy looking S4 pics and the “now it’s yours” BTS photo?

Perhaps most of this could be interpreted as just genuine fan interaction and fan service, which I think it is to some extent. It’s a natural part of the business. But it’s also very often done with intention.

But here’s the more important part of this piece. It gives some case studies (Ben and JLo, Shawn and Camila), then it gives two “abstract” examples.

YOU’LL LOVE THIS. Note that the second example changes to an actor and a musician, but don’t let that fool you. Keep reading for some unmistakable specifics.

Breadcrumbing with a Fake PR Girlfriend: Case Study of Celebrity 007

For Celebrity 007, breadcrumbing is used to create a false narrative about a relationship with a PR girlfriend. This helps maintain fan interest while deflecting attention from the celebrity’s true personal life.

How It Works:

First Breadcrumbs: The PR strategy begins with posts from both the celebrity and the PR girlfriend, hinting at a connection without confirming it. Example: Celebrity 007 posts a picture from a Paris restaurant or cafe in LA and the PR girlfriend shares a similar post from the same location but from a different day with different white trucks in the background (double check the Instyle Stunt images!!!)

Expanding the Narrative: Shared travel posts and indirect interactions continue the illusion of a relationship. Example: Matching geo-tags in posts from Rome suggest they were there together.

Indirect Engagement: Likes, comments, and ambiguous interactions increase intrigue without confirming the relationship. Example: The PR girlfriend comments, “Great to be here with you! 💖,” on Celebrity 007's post.

Paparazzi Shots: Carefully timed candid shots further reinforce the illusion of a relationship. Example: Paparazzi photos of Celebrity 007 and the PR girlfriend walking hand-in-hand, fueling speculation.

Note:

Café in LA, same location, different trucks?

Matching tags in Rome?

Likes and ambiguous interactions

Carefully timed (say at a premiere party) candid paparazzi shops w gf walking hand-in-hand

And then there’s the next one. In the interest of length since this is already hella long, I’ve removed some less relevant parts, but I encourage you to read it yourself.

Breadcrumbing to Hide a Real Relationship: Case Study of Celebrity 009

Why Hide the True Relationship?

In celebrity culture, the decision to keep a relationship private—or hidden—can be a strategic move, driven by a mix of personal privacy and professional interests. Some celebrities may choose to share their personal lives openly, but for others, particularly those who value their privacy or wish to control their public image, keeping a relationship private is key. This is especially relevant for two celebrities who are romantically involved but prefer to maintain discretion, despite public curiosity about their relationship.

Whether it’s a high-profile couple like Beyoncé and Jay-Z, or a less conspicuous pairing, the decision to hide the true nature of a romantic relationship often involves balancing personal desires with career strategy. In this scenario, let’s explore why two celebrities might choose to keep their relationship under wraps and the complex PR considerations that lead them to do so.

Media Scrutiny/Escaping Constant Surveillance: Navigating the Spotlight Together (I’ve combined two sections here for length)

When two celebrities become romantically involved, the media will inevitably take notice. The relationship can quickly become the focal point of constant headlines, paparazzi photos, and gossip columns. For celebrities who value their privacy, this level of scrutiny can feel overwhelming, as every public appearance or moment shared can quickly turn into speculation, even if the couple doesn’t wish to attract attention.

Romanticized Expectations: The Pressure of Perfection

Media scrutiny often creates an unrealistic, romanticized version of a celebrity relationship. Fans and the public tend to project their fantasies onto famous couples, imagining them as the perfect, unbreakable pairing. The real complexities of a relationship—differences, compromises, and struggles—often don't fit neatly into the idealized narratives created by the public.

For a couple like Actor A and Musician B, the pressure to live up to these idealized expectations can be exhausting. By choosing to keep their relationship private, they can avoid the constant pressure to fit into a preconceived mold. Hiding the relationship from public view allows them to keep things grounded and avoid being turned into a media spectacle.

Brand Control: Managing the Image of "Singleness" or "Availability"

For many celebrities, their public image is closely tied to their brand, and that brand may depend on their perceived "availability" or their status as desirable, unattached individuals. The way the public perceives a celebrity’s romantic life—whether they are single, dating, or in a long-term relationship—can have a significant impact on their professional success and marketability.

Creating Room for Desire: The Allure of the Single Celebrity

Consider Actor A, a leading man known for portraying romantic heroes on screen. The public’s perception of Actor A as a single, unattainable figure is key to their marketability, both in the media and as a brand. If they were to publicly reveal a relationship with Musician B, it could diminish that aura of unattainability. Similarly, Musician B may want to maintain a flirtatious public persona, which could be undermined if they were publicly involved with someone. By keeping the relationship private, both celebrities retain the allure of being desirable and unattached, feeding into the fantasies of their fans.

Avoiding the "Couple" Brand: Risk of Being Reduced to a Package Deal

When a high-profile couple’s relationship is made public, they may become known less for their individual work and more for their collective identity as a couple. In some cases, the couple's public appearances or shared brand messages may overshadow their individual projects. Think of Beyoncé and Jay-Z, who have an incredibly powerful couple brand that often eclipses their solo endeavors in the media. For celebrities like Actor A and Musician B, the fear of being seen as a "package deal" might drive them to hide their relationship. This allows both to maintain their distinct identities, keeping their projects and brands separate and preventing the public from viewing them solely as a pair.

Respecting Boundaries: The Vulnerability of Celebrity Relationships

Even when two celebrities are involved, the vulnerabilities of a relationship can become the focus of media attention if they go public. Romantic relationships—especially those in the high-pressure world of celebrity—are often fraught with ups and downs. The public might demand to know every detail, fueling rumors of breakups, infidelities, or relationship drama. By keeping their romance under wraps, Actor A and Musician B can avoid becoming the subject of constant gossip and can maintain some semblance of normalcy in their private lives.

Avoiding Disruptive Publicity

Celebrity relationships often attract media scrutiny not only about their romantic lives but also about how their relationship affects their careers. The public and the media often delve into the smallest details, speculating about how the relationship might impact their professional trajectories, previous relationships, or future projects.

Career Disruption: The Challenge of Balancing Love and Work

For celebrities like Musician B, a new relationship can take attention away from their upcoming album release or concert tour. The media’s obsession with their personal life might overshadow the launch of a new professional project. Similarly, if Actor A is in the middle of promoting a film or preparing for a big role, the press could focus more on their relationship than their craft, disrupting the flow of their work.

I won’t bother reviewing the relevance of all of the above. I’m sure you can see it plainly for yourself. The examples are absolutely, positively referencing Nicola and Luke, and the reasons for hiding it are super relevant. Especially boundaries, disruption, pressure to be perfect, and being reduced to a package deal.

Now at this point, it’s worth asking the question, do we trust this source? I don’t actually know who posted this content, so I can’t verify their credentials. Perhaps this is yet another PR person’s tricky efforts to continually confuse us and keep us guessing? That seems unlikely since the entire purpose is to help lift the veil on all the other tricks. If you wanted the other tricks to be effective, you’d hardly be revealing them to your target audiences.

But even setting that very logical assumption aside, the reason I know with every fiber of my being that it’s true is that this is literally the only version of events that makes sense of absolutely everything.

All those mysterious and confusing signals, all those weird photos and changes in behavior, all the inconsistencies between what we all saw with our own eyes (they are IN LOVE) and what we saw subsequently with the adjacents, all the tiny Lukola crumbs keeping us hanging on, and all the fandom bickering, especially from bizarrely rabid jakolas.

Every bit of it makes complete sense if we accept that Nic, Luke, and their PR teams have been using a classic PR handbook to distract us from the very real truth that they are together and in love.

Does it hurt to know we’ve been manipulated? You bet it does! But I quickly accepted that because I was so happy to have the truth verified at last. And because I understand why they would do it.

Relationships are hard enough when lived in private. No relationship, no matter how much people love each other, is without challenge. Even soulmates have issues to navigate. Can you imagine the pressure on them if the whole world was watching?

And their lives have added challenges. Travel and separation. Long work schedules that may often be at odds. Possibly romantic scenes with future co-stars that could stir up uncomfortable feelings. Career ups and downs that may not always synch up. Fans and media watching their every move, dissecting them, judging them, rooting for them, and just putting massive pressure on them. What if they fail? They’re letting down the whole world, not just themselves.

And what about Nic’s longstanding demand for privacy? And her emphasis that no woman is just some dude’s girlfriend. She wants to be known for her own work and achievement and passions, not for who she dates or marries. Even if it is wonderful Luke.

Likewise, Luke is just now achieving a newfound level of success. This is a moment for him to seize and make the most of. Being a hot, sexy, ostensibly single guy is good for his brand right now. Even if we know he loves Nicola, his stans need to be able to fantasize about him, which is easier if his relationship is unconfirmed.

And let’s face it, if they come out as a couple, IT WILL BE LUKOLA all the time. That will be the story. Certainly if they’d come out during the World Tour, every question at every stop would be about them and their personal “friends to lovers story.” It would be irresistible to reporters. Too good a story to ignore. And they’d spend way more time talking about their personal lives than about their work. Does that sound like something either of them would want?

And one last thing. Back to their changes in behavior. Does it make more sense that Nicola, who has always been super private about her love life, would suddenly be willing to be photographed constantly with her new bf Jake? Or that Jake is not her bf and she’s keeping her actual bf (or fiancé or husband) secret?

Meanwhile, Luke, who has always been open about his relationships in the past suddenly decides to tighten up and share absolutely nothing about his private life? Well, that makes complete sense if he’s now in a relationship with a woman who is famously private and shares not one word publicly. Suddenly, literally everything makes sense and is entirely consistent.

So there it is, folks. To me, this is the Holy Grail. There’s not a doubt left in my mind about them. They’re together and everything else – literally everything else – is a decoy and a distraction, and every bit of it comes straight from the PR playbook.

I’d like to maintain a sliver of hope that they’re leaving much of it to their teams and they’re not in on the worst of it, but in any case, I don’t blame them one bit for trying to protect their love. It’s too special to let it be destroyed by public consumption. You gotta do what you gotta do.

Given that I don’t actually know them and haven’t confirmed anything directly, I’ll leave 1.5% room for doubt, and adjust my certainty to 98.5%.

And you may dismiss all of this and draw very different conclusions, which is okay, too. But if I’m being really honest, I’m actually 1,000% sure. And I couldn’t be happier for them.

What do we do now? That’s up to each of us. Personally, I’m going to be blissfully happy for them, not sweat any of the distractions, let them live as quietly as they like, and patiently await the day (whether it’s very soon or far in the future) when they finally go public. I hope you’ll do the same.

VARIETY EXCLUSIVE: JAKE — THE MAN, THE MYTH, THE MINIMAL EFFORT

By Guest Author The Duchess (Against My Will)

If there are infinite worlds, every version of me chooses you in every one of them.

The relief in his eyes because she's finally touching him, and his cup is being filled is unreal. And it doesn't matter how many times he had sex with some random chick he paid before this. THIS is what he needs, THIS is what matters.