Sobering up on a Friday night in a fancy New York City apartment might not sound like most people’s idea of a good time, but it is for Robert Pattinson and Taylor Swift. The British actor and the American pop star were engaged in what has been dubbed the “Namorada effect,” in which newlywed couples have eschewed lavish spending and adopted a simpler lifestyle in favor of prioritizing their relationship. The newfound “frugal chic” has swept social media, particularly TikTok, where users have been sharing their own experiences of the “Namorada” lifestyle and applauding the stars for bringing something new to the social media platform.

A Changing Attitude Toward Luxury

The world of celebrities is a microcosm of society as a whole, and 2019 has been a significant year for celebrity attitudes toward luxury. The 2019 British Social Attitudes survey, which polled 16,500 adults, found that only 16% consider themselves to be “very likely” to spend more on luxuries, like clothes or travel, while 44% say they are “somewhat likely.” The global economic crisis of the late 2000s pushed the average household’s income down, and as a result, celebrities have become a lot more aware of the luxury items they actually need. The 2019 survey also found that one in four respondents have adopted a more ethical attitude toward luxury, considering it more of a personal choice rather than a requirement.

Priceless Pics

Social trends change, and what was considered luxurious just a few years ago is now commonplace. Take, for example, the “shelfie” or “priceless pic,” a trend that has been gaining popularity on TikTok, where users are posting photos for free as a promotional tool. The trend has also made its way to Instagram, where users can post similar pics for only $1. Many celebrities have jumped on board. Beyoncé, for example, recently launched her own “shelfie” account where she posts pics for free, while high-profile brands like Nike and Calvin Klein have jumped on the bandwagon as well.

A Shift In Attention Toward More Genuine Signals

Whether or not to spend on luxury is a personal choice, and many people are making the conscious decision to spend less. That trend has seeped into the social media world as well, particularly into TikTok, where the humble “shelfie” was once considered extravagant. Today, many high-profile accounts on the platform are posting “shelfies” for the sole purpose of attracting more viewers. On TikTok, the coveted “heart” icon now stands for “liked,” not “love.” Similarly, on Instagram, where the “shelfie” is usually paired with a story, the coveted “heart” icon now stands for “liked.” In these cases, the meme and the icon have become stand-ins for reduced interaction with followers.

TikTok’s Role In Changing Popularity

TikTok is a social media platform that was launched in early 2018 and quickly became the go-to platform for meme-related content. Since then, TikTok’s role in changing the way we look at memes and celebrity has become more prominent. In the past, people would often turn to social media to find out what was going on with their favorite celebrity or meme, but with so much content on the platform, it’s become far more difficult to keep up with the latest news.

The ‘Namorada’ Effect

That is why “Namorada,” as in Taylor Swift and Robert Pattinson’s wedding, has become such a significant story. The bride did not limit her guest list to Hollywood A-listers, opting, instead, to celebrate with friends and family members in an intimate, yet luxurious setting. And what an event it was! Celebrities and social media users alike have been sharing their delight at the wedding, with many showering the newlyweds with praise.

Even now, as the newlyweds settle into married life, they continue to maintain a low-profile while prioritizing their relationship. In fact, the last time the 29-year-old and the 26-year-old were photographed together was for a wedding anniversary card. They have not appeared in public since the wedding day in November, and their families have kept the media spotlight away from them. The “Namorada” effect continues to be a trend to watch in 2022, and beyond.

When it comes to celebrity and luxury, the world of memes and TikTok will keep changing the way we see – and understand – the social hierarchy of fashion.