Are they? Aren’t they? Wait, is that a rock on her ring finger? Whoa!
When Dua Lipa and Callum Turner confirmed their engagement last year, the couple kept it low-key. In fact, Lipa let it slip during an interview with British Vogue, saying nonchalantly, “Yeah, we’re engaged.” No flashy announcement. No pomp. No ceremony.
They didn’t want the spotlight on them. They just wanted to enjoy the moment. Their engagement also signaled a trend that many celebrities are tapping into. They’re sharing big life moments on their terms.
Welcome to the soft launch era, where not every announcement demands a loud introduction.
The Relationship Soft Launch
Nobody saw this one coming. Katy Perry and former Canadian Prime Minister Justin Trudeau are an anomaly in the dating world.
It’s like one of those Disney movies, except this time the politician gets the girl. After being spotted together on several occasions, fans took note and said, “Hold up, what’s going on?”
Perry went full First Lady, accompanying Trudeau to the World Economic Forum in Davos. Talk about finding love in a hopeless place. And just like that, to appease the masses, the pop star included her rumored partner in a birthday Instagram photo dump.
The Engagement Soft Launch
You can’t mention low-key engagements without bringing the power couple Zendaya and Tom Holland into the conversation.
The element of speculation is part of the intrigue, The BTS Bride founder Stacey Moran tells Brides. The more personal approach allows individuals to share their joy on their terms, adds Moran. Which makes Zendaya and Holland’s announcement more special.
They understood the assignment. The Euphoria star walked the Golden Globes red carpet sans Holland, rocking an east-west set diamond ring.
Chunky Engagement Rings Are Having a Moment
The engagement might be soft-launched. The same can’t be said for the ring.
Thanks to Dua Lipa, chunky engagement rings are very much the must-have bling. The 18-carat yellow-gold band with a two-carat diamond is estimated to be worth £30,000 (about $42K).
And no, you don’t need to have a ring custom-designed. Well-known jewelers now share their pieces in an online selection. Gemstone engagement rings are radiant, contemporary, and unique.
From sapphires to emeralds to rubies, their sparkle exudes drama and glamor.
Popular setting styles include solitaire rings, halo rings, three-stone rings, and side-stone rings. Leibish explains that 100% natural gemstone engagement rings are the ultimate symbol of love.
The Fashion Soft Launch
French luxury brand Dior teased its online followers with a green circle around its Instagram profile picture. Only select industry insiders saw it. They’d quietly been added to the label’s Close Friends on Instagram.
The list revealed photographs teasing Jonathan Anderson’s debut collection set for launch at last year’s Paris Fashion Week. Vogue labeled it a subtle kick-off to his Dior era – a “soft launch”.
Like Anderson, designers are taking a more subdued approach to debuting their collections. They’re teasing launches with blink-and-you ’ll-miss-it campaigns.
Timothée Chalamet wore Sarah Burton’s first men’s look for Givenchy at the 2025 Academy Awards. The designer did a double whammy at the same awards show, dressing Elle Fanning in an archival look reimagined.
Surprise Album Drops
Beyoncé meant it when she sang, “I don’t think you’re ready for this jelly” when dropping her debut album.
Before the soft launch was even a thing, Queen B went and turned the music industry upside down from the second she went solo.
Album launches follow a predictable formula: Lead single, promotion, and release date. But Beyoncé didn’t come to play. No prior announcement. No marketing campaign. And then bam! She dropped her self-titled debut album in 2013.
Baby girl said, “I ain’t done with ya’ll yet,” and Formation was released unexpectedly in February 2016, initially exclusive to Tidal.
The Power of Social Media
Without social media, the soft launch era wouldn’t be possible. Now, celebrities and we normal folks have the opportunity to pause and revel in the moment. Not every event needs to be televised.
When making a huge announcement on Instagram, the point is make it appear effortless and meaningful. Capture the essence with your phone camera, not a stylized photo shoot. A candid shot or a short clip says more than a heavily curated post.
Accompany the post with teasers in your Stories. Give your followers a tasting plate rather than an entire main course. Build the momentum over time and include innuendos. Leave them on a cliffhanger. The choice is up to you if you plan on a hard launch later on.
That’s a Wrap
So, there you have it. Yes, we’ve entered the soft launch era. No more over-the-top announcements. Think of it as a humble brag where your followers get to fill in the blanks.
