How brands are embracing us being really f**king horny

If you thought romance was dead, think again. Hinge’s latest campaign, No Ordinary Love, has ditched glossy ads promising perfect matches in favour of a hardcover anthology (remember the analogue revival we talked about a few weeks back?) that will melt the coldest of hearts. Five contemporary authors were hired to retell real Hinge couples’ love stories – switching between both partners’ perspectives and embracing the thrilling, butterfly-inducing, messy awkwardness that goes hand in hand with early dating.

Alongside the limited-edition physical version, No Ordinary Love has been released as part of a weekly Substack series, with book club events and TikTok creator partnerships used to tease upcoming stories, reveal “characters,” and encourage a sense of fandom. Hinge wants you to root for these couples the same way we ship the characters in our favourite films and TV series, and honestly, we really are.