Supposedly, supporting your significant other's brand sponsorships is the key to a satisfying romantic relationship — or at least in Hollywood, that is. For Selena Gomez and The Weeknd (aka Abel Tesfaye), this symbiotic relationship is working out swimmingly.
The duo couldn't be more perfectly paired for maximum social media engagement if they tried! Selena, the most followed individual on Instagram, has an enormous reach at the touch of her fingertips. This has translated into her being one of the most-tapped celebs to land magazine covers, brand partnerships and sponsored content — a.k.a. #sponcon.
The Weeknd, on the other hand, doesn't even break the top 50 most followed on Insta. But with over 14 million followers, he, too, has a significant platform. The fact that these two have different demographics with regard to their fan bases makes the pairing all the more suitable for brands to partner with for visibility.
So when The Weeknd posted a cryptic private jet photo — as one does — stans immediately identified Sel as the second pair of faceless legs, aided by a post from Selena's staff that show her on the PJ (a.k.a. private jet) in the same outfit.
Are you thinking, "Aww, young love on a private jet *swoon*"? Unfortunately we are far more cynical so we're going to break down what's actually going down in this photo.
For starters, it's an advertisement. The footwear that the couple is *coincidentally* #twinning in just so happens to be Abel's new collection with Puma. Interesting...
To the untrained eye, this photo may illicit an warm and fuzzy feels but to us jaded cynics, we know the messaging is actually more sinister than it appears. They want you and your bae to buy these new sneaks ASAP!
But the nuance of this #sponcon really is just that two buzzy celebs, both with massive, albeit different, followings, employ one another to leverage their brand partnerships.
What this photo is supposed to look like: young millionaires in love.
What this photo actually is: an advertisement for The Weeknd's Puma collaboration, the Parallel sneakers, which drop on October 26.
You're welcome in advance for our unnecessarily in-depth analysis.
(Photo: Jackson Lee/FilmMagic)