The Virality of Topicality

If it hasn’t already, this video should soon pop up on your social streams. Posted to Vimeo just three days ago, “Be a Lady, They Said” has already racked up three million views with no signs of slowing…

The powerful, outraged copy came from a two year old blog entry written by Camille Rainville, a then undergrad at the University of Vermont who posted sporadically at writingsofafuriouswoman. Her words struck a chord and were widely shared over the net in January of 2018. Cynthia Nixon’s intensely measured read of that essay only makes them more viral.

This new video purportedly promotes Girls Girls Girls magazine. But the girlsgirlsgirlsmag.com URL simply leads to a web page featuring this clip and nothing else; no nav, no about, no other links.

You won’t find Girls Girls Girls magazine at your local newsstand … if you even have a local newsstand. The publication is a limited run promotional vehicle for New York and London based fashion photographer Claire Rothstein. About two years ago, Rothstein and Girls Girls Girls made waves with an editorial image of Rachel McAdams breast pumping while wearing Versace and Bulgari diamonds. But aside from that, it is largely non-existent as a publication. Its Facebook page hasn’t been updated in a year, although its Instagram feed gets regular updates of Rothstein’s imagery.

Rothstein’s aesthetic is decidedly couture: heavy on high-sheen luxury and fantasy escapism in the vein of Patrick Nagel. Her sensibility pervades this cut, with moving Rothstein style clips from high-fashion director Paul McLean. The edit also features imagery sourced (stolen?) from any number of movies, television shows, and news reports. It’s a trainwreck for rights and permissions but that’s not the point.

The point is self promotion. And riding the zeitgeist. And wow, does this piece do that.