At a time when political anti-intellectualism seems to dominate, pop culture is embracing brains. From Dua Lipa's online literary salon Service95 to Charli XCX's Substack essays, celebrities are championing reading and critical thinking. Supermodel Kaia Gerber, daughter of Cindy Crawford, passes time backstage reading Didion and Duras, while actress Emma Corrin is set to star in a new adaptation of Pride and Prejudice.
This shift is not just about books; it is about valuing intellect itself. Trend forecaster Lucie Greene notes a backlash against visually-focused content, with Gen Z seeking deeper knowledge through podcasts and Reddit. The novel under the arm has become a symbol of the brainiac, as seen when Bottega Veneta cast Zadie Smith and Barbara Chase-Riboud for its campaign.
The trend began with Kim Kardashian's announcement in 2018 that she was studying for the California bar, an early sign that intellectual seriousness could blend with celebrity. Later, HBO's The White Lotus featured characters reading Nietzsche and Freud, making thought televisual. Paparazzi shots of Kendall Jenner and Emily Ratajkowski with books went viral, cementing the idea that reading is sexy.
