Are you one of those people who keeps saying “I should sign-up to be a paid subscriber” and then because you’re on your phone or you get distracted or you forgot the code for your credit card you just….don’t?
Yes! I think his new line of cashmere sweaters and his new "genderless" beauty brand (Le Domaine) are part of this too... It's like he's attempting soften his public image by distancing himself from traditional masculinity (launching “non-binary” beauty products) and adopting typically “feminine” interests (skirts, skincare, Goop). And it’s working!! The beauty media in particular breathlessly covered the launch of his skincare line without mentioning the abuse allegations once. It's all about the $310 luxury "Fluid Cream."
I just read that Jared Leto is doing this too. He has a (very expensive) skin care line, which now makes me wonder what he is trying to draw attention from.
100%! I just wrote about this in my newsletter: “As with Brad Pitt’s brand, I think there’s more to Leto’s motivation here than money. Leto is facing allegations of sexual abuse, dating misconduct, and even rumors of pedophilia. Entering the beauty space offers an opportunity to further soften his public image — to align himself with concepts like care, health, wellness, nature, gender inclusivity, and empowerment. It’s a tactic, to be sure — it’s just not (solely) a sales tactic. (Because honestly: Who buys this shit anyway?)”
Ughhh that makes so much sense now. It seemed like the oddest thing. Gross. I’m going to stick to Fenty, unless terrible things about Rihanna surface (honestly don’t tell me because it’s affordable and my skin looks great).
I guess the answer is the proverbial “somebody!” or the wouldn’t make it.
I think you’re underestimating the importance of cleaning up an image in order to make oodles of money on these products. That strikes me as a primary motivation.
He also just debuted a series of sculptures in his first group exhibition in Finland. Another point in the softening image column, but also in the serious artist column. There is no doubt in my mind that the timing of this was intentional. https://www.architecturaldigest.com/story/brad-pitt-sculptures-on-display
Oct 23, 2022·edited Oct 23, 2022Liked by Anne Helen Petersen
I'm currently reading Rabbi Danya Rutenberg's excellent book On Repentance And Repair: Making Amends in an Unapologetic World (https://bookshop.org/p/books/on-repentance-and-repair-making-amends-in-an-unapologetic-world-danya-ruttenberg/17845057?ean=9780807010518). She makes such clear and compelling distinctions between repenting, reparations, and forgiveness, which is separate from and not a requirement of the work of the other two (her point is that the victim is never required to forgive). No need to be Jewish to appreciate this book. Sex scandals of the rich and famous are some of her examples, along with what corporations and nations could do to acknowledge the harm they do.
Great analysis of the PR strategies at play. Sad smut nails it.
Thanks for the link to the ebike story in Outside! I got an ebike in spring of 2017 and by the time the pandemic hit 3 years later, had logged almost 4,000 miles commuting to downtown seattle—every single one would otherwise have been in a car. Love seeing a major outdoors mag articulating that the use case is REALLY different from recreational biking. In many places, it’s a great solution for getting places without a car—and it really is a joyous way to get around!
Yay for ebikes! I also got mine while I was a commuter in Seattle after many years of riding an "acoustic " bike. It made it possible to ride an 18 mile round trip instead of putting the bike on the bus for the homeward leg that involved so much steep uphill riding after a long day.
Maybe this is a whole other thread but I am really interested in this! We don’t really want to buy another car but there’s times when it would be REALLY great.
I also have a Rad ebike. It’s heavy and kinda ugly, but the thing is a tank—and they’re pretty cost effective. Depending on where you live and the terrain, you can get away with some of the lower end ones; in the Puget Sound area, we have a gazillion hills so I got the City Step Thru and it’s been great. As BikeWalkBarb points out, the ability to whiz thru a hilly commute in bad weather of when tired is fab. I used to travel to Amsterdam annually for a big trade show, and I loved that everyone there bike commutes in “normal” clothes. An ebike made it possible for me to commute 5 miles each way on steep hills while wearing work clothes—and not being a sweaty mess. I use it less now only because I am not commuting, and my 15 yo is borrrowing it a lot!
Brad Pitt is again in Austin this week at COTA for the Formula 1 Grand Prix there this weekend, doing research for his F1 movie (with Top Gun Maverick director!!!!). The reaction of the British F1 press corps (ESPN airs the Sky Sports package for all of its F1 races instead of doing their own coverage team) has been so gushing!!! Every single clip or shot of him in the various garages is accompanied by loooooong musings about his bucket hat, his height, etc. (It is also notable that he is spending time in MULTIPLE team garages--often when celebrities attend F1 races they do so at the invitation of a given team--Tom Cruise, for instance, is always a guest of the Mercedes team NOT the Ferrari team). It is also notable that he has been there during practice sessions and not just the weekend qualifying sessions and actual race.
Celebrities are always in the paddocks at F1 races and it IS always a big deal to the British F1 press, but the reaction to Brad Pitt (because he is Brad Pitt, because he is there for long stretches during the less televised, less fanfared events of the weekend, because he was in multiple team garages, because he is making what COULD be the touchstone F1 movie--longtime F1 boss Bernie Ecclestone was VERY protective of the F1 image, and until he stepped down, there was basically NO modern race footage in popular TV or movies) it has been such a THING to see.
"sad smut" is a great explanation of the entire soap opera phenomenon for the last seventy years. Even my late grandmother fell for this genre. I struggled for years to understand the attraction of voyeuristically gazing at 'failed' relationships. But it's actually a way for millions to re-draw the boundaries of acceptability in a rapidly changing society that otherwise confuses the hell out of them. The more the change is bewildering, the more our brains look for material to react to...in a slow-changing society, I doubt 'sad smut' has much cultural value or interest. Just a thought.
"I think that Jolie always understood Pitt’s abuse on that plane as exactly that: horrific in person, horrific in reports. There was no coming back from it — not for her relationship, and not for their collective public image."
The stakes must be nearly impossible to overcome for partners and children of someone famous for talent, wealth, position in society. That pressure to keep up the appearance, conform to the huge, constructed image, so the advantages and wealth won't fall apart. The pressure on the kids --- to feel they must be responsible at the expense of honesty to not only keep family together. But to also believe their actions could affect the entire galaxy that is their parent. We know the stakes are nearly impossible to risk even for family members of an abuser prominent locally-- a police officer, a teacher, a political official. A popular musician. A senator, a candidate for president, a former president.
Love Lainey, love Hunter, love the (brief?) return to analyzing celebs. I think it was the announcement of Zahara going to Spelman, complete with video of Angelina doing the electric slide (clearly embarrassed, but good natured) and pics of move in, that sealed Brad's fate as not a part of at least Zahara's life, if not the younger kids. Brad was asked on the red carpet about it, and did some emoting, but it was clear he couldn't really speak to anything about her or her decision.
He did some press about his unnecessarily expensive skin care line, but I couldn't tell you who carries it. I think he should have taken a role like Aniston, and become 'creative director' of a brand, like she did for Living Proof or Vital Proteins (I'd love analysis of there difference between spokesperson/creative director/owner re: money and what exactly it does or their press. Aniston got much more press for Living Proof vs her own hair care line, Lola Vie. And did you know she has multiple fragrances? I didn't until I saw them at Kohl's. Shouldn't these lines be hitting it out of the park?)
His recent fake potential relationship with Emily Ratajakowski also was a quick hit of good press to distract. I think she's actually dating someone else now, that was fast, lol.
Yeah, in People it was never Emily Ratajkowski's sources or friends, it was 100% just Pitt's side. To the point where I wondered if they even knew each other.
Worth noting: alcoholism isn't an end-all disease."A YEAR. RECOVERED!" So even the cover of the incident as something he could be "recovered" from is a blow to many people working the program and who are tied to those (Alanon) who are as well. From my perspective, which has been outlined through some of the comments here and on instagram, Jolie's path is a ballooned version of the work women and mothers, so often take up to not only protect their children (and provide life as the de-facto "stable" one), at risk of themselves. Almost always. Jolie could have released the documents or not, kept Pitt from the children or not, and she would be very well within her right to if the bottom line of such behavior was to protect the kids (and herself) from his alleged erratic behavior. Her steady line and "hit" of work and letting his mess speak for himself feels so incredibly classic learned detachment behavior (to protect) when children are involved--especially when the parent isn't truly active. And the collective response to turn her into the desperate villain is equally so. Thank you, AHP for the dive.
The last three years I've become aware of the intensely constructed image at odds with the reality of a different Hollywood star, and have watched with some amazement all the PR-planted stories, which actually started years ago. For quite awhile I attributed maybe half of it to his (perhaps) personal obsessive need for control and other twists in personality, and regarded the rest of these PR plants as a revelation of what's now become acceptable/available for purchase to manipulate twitter, instagram + other social media as well as "news magazines," the celebrity interview circuit on major networks, etc. Ironically I even found myself drawing parallels to some of Ivanka and Jared's attemots to control and manipulate.
(I'm speaking of Alec Baldwin's PR efforts (well before the shooting a year ago) that cast him with certain newly visible traits, repeatedly emphasizing that new image. Perhaps to rehab prior damage to his image. And speaking only about the PR strategy since last October (leaving aside the event), I have to say that the overdrive directed by his lawyers and by himself and by his agencies at all forms of media has often shocked me.)
Taken all all together, my impression of his image has changed 180 degrees.
When the Depp trial came along it was so easy to see the system's use for unconscionable abuse of Heard, as well as probably attempted jury manipulation, and after that to promote his "restored" image. The whole thing was so thorough, so slick, so sick.
Yes, this. Hollywood (and the public) is much too forgiving of people who are quite notably abusive. Even Kevin Spacey was acquitted this week. And Mel Gibson is still working?!
I love this kind of deep analysis! There was the older GQ article/photo shoot (a.k.a. "Brad Pitt crying") that I remember being all over social media in 2017, and how the photos totally had people on his side, like it was so perfectly played to tap the viewer's emotion.
Not to ask these women to wear his faults or compare his abuse and addiction to their actions, but it really bugs me when Jen plays along with the tabloid story of their relationship during award season or goop has him on to hawk his stupid sweaters. Like these women know he’s at best an insensitive jerk why help his pr game!? (Who else has Jen’s comment about him missing the sensitive chip in the vf article from one zillion years ago?)
Second, slightly related topic suggestion: can we discuss how not even beauty, money, power can get you a spouse to share the load? Tom and Giselle’s divorce being about shared responsibility is so absolutely captivating. Add in this mediocre season and we can all see that SHE WAS DOING IT ALL ALL ALONG!
fwiw ... way back when Brangelina got going ... a PR friend from LA said the word around town was that Jolie's ppl had determined she could not and would not be seen without a child between herself and the camera. Again, old gossip but I think she was well-advised, based on the outcome.
The Pitt Jolie PR engine strategies and underlying misogyny was the profile I didn't know I needed! Thank you, I have been thinking (more than I care to) about Brad and Angelina and all the PR. I like to think I've identified the strategies behind the stories, but as much as I hate to admit, I have found myself still more critical of her than him. Am I a victim/victory of Pitt's PR? I am a feminist, anti-abuse advocate, etc. I also know how alcoholism wrecks people and families, and have felt for Pitt as the plane details were made public (by Jolie). I also heard she leaked the first pics of her, Brad, and Maddox on the beach (when he was still married to Jen?). Also, I thought he was barred from seeing the kids? Ugh. I will read all the comments here and learn more.
I think that Pitt's PR has been ubiquitous, and it's easy to be swayed by it. I think it's worth considering, as Serena points out below, that Jolie herself actually worked pretty hard to keep the events on the plane private in order to protect the family — her team requested for the FOIA lawsuit itself to remained sealed. It's Pitt's lawsuit that has brought this all to the fore.
I would suggest (as also suggested above) reading LaineyGossip's many articles tracking Pitt's PR management for a fuller picture. I am curious as to why you felt for Pitt when the plane details were made public (not by Jolie) and not either his ex-wife or his kids. Also why do the PR shenanigans of their early relationship shape your reading of the situation now? Do you think Brad Pitt was unaware of the mechanations behind those pictures of him, Jolie and Maddox?
Yes! I think his new line of cashmere sweaters and his new "genderless" beauty brand (Le Domaine) are part of this too... It's like he's attempting soften his public image by distancing himself from traditional masculinity (launching “non-binary” beauty products) and adopting typically “feminine” interests (skirts, skincare, Goop). And it’s working!! The beauty media in particular breathlessly covered the launch of his skincare line without mentioning the abuse allegations once. It's all about the $310 luxury "Fluid Cream."
this is SUCH a good point
I just read that Jared Leto is doing this too. He has a (very expensive) skin care line, which now makes me wonder what he is trying to draw attention from.
100%! I just wrote about this in my newsletter: “As with Brad Pitt’s brand, I think there’s more to Leto’s motivation here than money. Leto is facing allegations of sexual abuse, dating misconduct, and even rumors of pedophilia. Entering the beauty space offers an opportunity to further soften his public image — to align himself with concepts like care, health, wellness, nature, gender inclusivity, and empowerment. It’s a tactic, to be sure — it’s just not (solely) a sales tactic. (Because honestly: Who buys this shit anyway?)”
Ughhh that makes so much sense now. It seemed like the oddest thing. Gross. I’m going to stick to Fenty, unless terrible things about Rihanna surface (honestly don’t tell me because it’s affordable and my skin looks great).
I guess the answer is the proverbial “somebody!” or the wouldn’t make it.
I think you’re underestimating the importance of cleaning up an image in order to make oodles of money on these products. That strikes me as a primary motivation.
He also just debuted a series of sculptures in his first group exhibition in Finland. Another point in the softening image column, but also in the serious artist column. There is no doubt in my mind that the timing of this was intentional. https://www.architecturaldigest.com/story/brad-pitt-sculptures-on-display
And he’s producing LegoMasters- an earnest “family” show
I'm currently reading Rabbi Danya Rutenberg's excellent book On Repentance And Repair: Making Amends in an Unapologetic World (https://bookshop.org/p/books/on-repentance-and-repair-making-amends-in-an-unapologetic-world-danya-ruttenberg/17845057?ean=9780807010518). She makes such clear and compelling distinctions between repenting, reparations, and forgiveness, which is separate from and not a requirement of the work of the other two (her point is that the victim is never required to forgive). No need to be Jewish to appreciate this book. Sex scandals of the rich and famous are some of her examples, along with what corporations and nations could do to acknowledge the harm they do.
Great analysis of the PR strategies at play. Sad smut nails it.
Thanks for the link to the ebike story in Outside! I got an ebike in spring of 2017 and by the time the pandemic hit 3 years later, had logged almost 4,000 miles commuting to downtown seattle—every single one would otherwise have been in a car. Love seeing a major outdoors mag articulating that the use case is REALLY different from recreational biking. In many places, it’s a great solution for getting places without a car—and it really is a joyous way to get around!
Yay for ebikes! I also got mine while I was a commuter in Seattle after many years of riding an "acoustic " bike. It made it possible to ride an 18 mile round trip instead of putting the bike on the bus for the homeward leg that involved so much steep uphill riding after a long day.
Maybe this is a whole other thread but I am really interested in this! We don’t really want to buy another car but there’s times when it would be REALLY great.
I also have a Rad ebike. It’s heavy and kinda ugly, but the thing is a tank—and they’re pretty cost effective. Depending on where you live and the terrain, you can get away with some of the lower end ones; in the Puget Sound area, we have a gazillion hills so I got the City Step Thru and it’s been great. As BikeWalkBarb points out, the ability to whiz thru a hilly commute in bad weather of when tired is fab. I used to travel to Amsterdam annually for a big trade show, and I loved that everyone there bike commutes in “normal” clothes. An ebike made it possible for me to commute 5 miles each way on steep hills while wearing work clothes—and not being a sweaty mess. I use it less now only because I am not commuting, and my 15 yo is borrrowing it a lot!
Brad Pitt is again in Austin this week at COTA for the Formula 1 Grand Prix there this weekend, doing research for his F1 movie (with Top Gun Maverick director!!!!). The reaction of the British F1 press corps (ESPN airs the Sky Sports package for all of its F1 races instead of doing their own coverage team) has been so gushing!!! Every single clip or shot of him in the various garages is accompanied by loooooong musings about his bucket hat, his height, etc. (It is also notable that he is spending time in MULTIPLE team garages--often when celebrities attend F1 races they do so at the invitation of a given team--Tom Cruise, for instance, is always a guest of the Mercedes team NOT the Ferrari team). It is also notable that he has been there during practice sessions and not just the weekend qualifying sessions and actual race.
Celebrities are always in the paddocks at F1 races and it IS always a big deal to the British F1 press, but the reaction to Brad Pitt (because he is Brad Pitt, because he is there for long stretches during the less televised, less fanfared events of the weekend, because he was in multiple team garages, because he is making what COULD be the touchstone F1 movie--longtime F1 boss Bernie Ecclestone was VERY protective of the F1 image, and until he stepped down, there was basically NO modern race footage in popular TV or movies) it has been such a THING to see.
People do seem to hate him on TikTok. At least there’s that.
"sad smut" is a great explanation of the entire soap opera phenomenon for the last seventy years. Even my late grandmother fell for this genre. I struggled for years to understand the attraction of voyeuristically gazing at 'failed' relationships. But it's actually a way for millions to re-draw the boundaries of acceptability in a rapidly changing society that otherwise confuses the hell out of them. The more the change is bewildering, the more our brains look for material to react to...in a slow-changing society, I doubt 'sad smut' has much cultural value or interest. Just a thought.
"I think that Jolie always understood Pitt’s abuse on that plane as exactly that: horrific in person, horrific in reports. There was no coming back from it — not for her relationship, and not for their collective public image."
The stakes must be nearly impossible to overcome for partners and children of someone famous for talent, wealth, position in society. That pressure to keep up the appearance, conform to the huge, constructed image, so the advantages and wealth won't fall apart. The pressure on the kids --- to feel they must be responsible at the expense of honesty to not only keep family together. But to also believe their actions could affect the entire galaxy that is their parent. We know the stakes are nearly impossible to risk even for family members of an abuser prominent locally-- a police officer, a teacher, a political official. A popular musician. A senator, a candidate for president, a former president.
Love Lainey, love Hunter, love the (brief?) return to analyzing celebs. I think it was the announcement of Zahara going to Spelman, complete with video of Angelina doing the electric slide (clearly embarrassed, but good natured) and pics of move in, that sealed Brad's fate as not a part of at least Zahara's life, if not the younger kids. Brad was asked on the red carpet about it, and did some emoting, but it was clear he couldn't really speak to anything about her or her decision.
He did some press about his unnecessarily expensive skin care line, but I couldn't tell you who carries it. I think he should have taken a role like Aniston, and become 'creative director' of a brand, like she did for Living Proof or Vital Proteins (I'd love analysis of there difference between spokesperson/creative director/owner re: money and what exactly it does or their press. Aniston got much more press for Living Proof vs her own hair care line, Lola Vie. And did you know she has multiple fragrances? I didn't until I saw them at Kohl's. Shouldn't these lines be hitting it out of the park?)
His recent fake potential relationship with Emily Ratajakowski also was a quick hit of good press to distract. I think she's actually dating someone else now, that was fast, lol.
Yeah, in People it was never Emily Ratajkowski's sources or friends, it was 100% just Pitt's side. To the point where I wondered if they even knew each other.
Worth noting: alcoholism isn't an end-all disease."A YEAR. RECOVERED!" So even the cover of the incident as something he could be "recovered" from is a blow to many people working the program and who are tied to those (Alanon) who are as well. From my perspective, which has been outlined through some of the comments here and on instagram, Jolie's path is a ballooned version of the work women and mothers, so often take up to not only protect their children (and provide life as the de-facto "stable" one), at risk of themselves. Almost always. Jolie could have released the documents or not, kept Pitt from the children or not, and she would be very well within her right to if the bottom line of such behavior was to protect the kids (and herself) from his alleged erratic behavior. Her steady line and "hit" of work and letting his mess speak for himself feels so incredibly classic learned detachment behavior (to protect) when children are involved--especially when the parent isn't truly active. And the collective response to turn her into the desperate villain is equally so. Thank you, AHP for the dive.
The last three years I've become aware of the intensely constructed image at odds with the reality of a different Hollywood star, and have watched with some amazement all the PR-planted stories, which actually started years ago. For quite awhile I attributed maybe half of it to his (perhaps) personal obsessive need for control and other twists in personality, and regarded the rest of these PR plants as a revelation of what's now become acceptable/available for purchase to manipulate twitter, instagram + other social media as well as "news magazines," the celebrity interview circuit on major networks, etc. Ironically I even found myself drawing parallels to some of Ivanka and Jared's attemots to control and manipulate.
(I'm speaking of Alec Baldwin's PR efforts (well before the shooting a year ago) that cast him with certain newly visible traits, repeatedly emphasizing that new image. Perhaps to rehab prior damage to his image. And speaking only about the PR strategy since last October (leaving aside the event), I have to say that the overdrive directed by his lawyers and by himself and by his agencies at all forms of media has often shocked me.)
Taken all all together, my impression of his image has changed 180 degrees.
When the Depp trial came along it was so easy to see the system's use for unconscionable abuse of Heard, as well as probably attempted jury manipulation, and after that to promote his "restored" image. The whole thing was so thorough, so slick, so sick.
Yes, this. Hollywood (and the public) is much too forgiving of people who are quite notably abusive. Even Kevin Spacey was acquitted this week. And Mel Gibson is still working?!
I love this kind of deep analysis! There was the older GQ article/photo shoot (a.k.a. "Brad Pitt crying") that I remember being all over social media in 2017, and how the photos totally had people on his side, like it was so perfectly played to tap the viewer's emotion.
Loved this article!
Not to ask these women to wear his faults or compare his abuse and addiction to their actions, but it really bugs me when Jen plays along with the tabloid story of their relationship during award season or goop has him on to hawk his stupid sweaters. Like these women know he’s at best an insensitive jerk why help his pr game!? (Who else has Jen’s comment about him missing the sensitive chip in the vf article from one zillion years ago?)
Second, slightly related topic suggestion: can we discuss how not even beauty, money, power can get you a spouse to share the load? Tom and Giselle’s divorce being about shared responsibility is so absolutely captivating. Add in this mediocre season and we can all see that SHE WAS DOING IT ALL ALL ALONG!
fwiw ... way back when Brangelina got going ... a PR friend from LA said the word around town was that Jolie's ppl had determined she could not and would not be seen without a child between herself and the camera. Again, old gossip but I think she was well-advised, based on the outcome.
she didn't have a PR team back then, so that's interesting scuttlebutt!
Brad Pitt has a protective cloak of famous friends, too. Like would George Clooney etc really be friends with him if he's that bad? 🤡
The Pitt Jolie PR engine strategies and underlying misogyny was the profile I didn't know I needed! Thank you, I have been thinking (more than I care to) about Brad and Angelina and all the PR. I like to think I've identified the strategies behind the stories, but as much as I hate to admit, I have found myself still more critical of her than him. Am I a victim/victory of Pitt's PR? I am a feminist, anti-abuse advocate, etc. I also know how alcoholism wrecks people and families, and have felt for Pitt as the plane details were made public (by Jolie). I also heard she leaked the first pics of her, Brad, and Maddox on the beach (when he was still married to Jen?). Also, I thought he was barred from seeing the kids? Ugh. I will read all the comments here and learn more.
I think that Pitt's PR has been ubiquitous, and it's easy to be swayed by it. I think it's worth considering, as Serena points out below, that Jolie herself actually worked pretty hard to keep the events on the plane private in order to protect the family — her team requested for the FOIA lawsuit itself to remained sealed. It's Pitt's lawsuit that has brought this all to the fore.
I would suggest (as also suggested above) reading LaineyGossip's many articles tracking Pitt's PR management for a fuller picture. I am curious as to why you felt for Pitt when the plane details were made public (not by Jolie) and not either his ex-wife or his kids. Also why do the PR shenanigans of their early relationship shape your reading of the situation now? Do you think Brad Pitt was unaware of the mechanations behind those pictures of him, Jolie and Maddox?
Hi, I just saw the mention of the weekly Best Peloton Class and I am very dorky and want to know where to find that?? Thanks!