FILE N°1 The Book Fair
Have you ever exchanged a book for a jar of pickles?
WELCOME, GRAB A COFFEE AND HAVE A SEAT
I should have predicted I would finally get my Substack off the ground during the month of September. It’s my favorite time of the year — big fat September magazine issues, stores overflowing with office and school supplies, the vague promise and potential of another academic year... In September of 2009 I started my now-defunct blog, so it feels like a full-circle moment to kick start this new storytelling project right now.
Every month, I will obsess about a new topic and present you with a folder of my saved ideas and inspirations. This kind of thematic thinking is something I loved while studying literature and working as a journalist, and it’s still a big part of my work as a creative consultant. Deep dives within the boundaries of a well-defined theme always lead to the most creative ideas. So, consider this newsletter an extra shot of caffeine with your coffee break—to keep both you and me fueled and inspired.
I hope you’ll have a good time following along, starting with this first folder filled with all things books. Don’t hesitate to send me a DM on Instagram or send me a message through Substack — I’d love to hear from you!
( Print is in fashion )
Print is very undead. According to two recent studies1, 70% of Gen Z participants in the U.S. and 80% in the U.K. said they prefer reading physical books over e-books, accounting for about 80% of print book sales overall. Many point to feeling overwhelmed by the digital world and the desire to slow down and ground themselves in the real world. Paper books, with their specific touch and smell, appeal to our senses in a way digital devices simply can’t match, and it pleases me to know that’s not just my elderly millennial opinion.
Obviously this bodes well for publishing business, but the fashion industry is also taking notice. A few months ago Anna Sui chose the rare books room at the iconic New York Strand Bookstore to show her fall collection, which was inspired by Agatha Christie and Miss Marple. She’s not the first to link up with the book shop—Bottega Veneta tapped into the Strand’s mythical status in 2022 by designing three leather book totes, and inviting press for a fashion week dinner inside of the store. If second-hand books and mainstream mystery thrillers seem like a weird match with the hyper exclusive world of high fashion, think of what reading symbolizes in today’s world—taking the time to sit down and read might be the ultimate luxury.
Miuccia Prada, on the other hand, doesn’t just capitalize on literature as part of the zeitgeist; she is leading the charge for brands looking to carve out a place in culture. Last April, Miu Miu hosted a two-day Literary Club during Salone del Mobile in Milan, featuring talks and readings inspired by literary salons. Later, the brand followed up by launching Summer Reads, taking over newsstands and creating pop-up book stalls to give away classic works by Alba de Céspedes, Sibilla Aleramo, and Jane Austen. At both occasions, Miu Miu’s selection of titles amplified the voices of female authors who challenged convention and oppression, delivering a powerful message in today’s cultural and political climate.
Books might be one of the most potent objects to communicate status today—both as a symbol of a luxurious, leisurely lifestyle, and as a signifier of intellectual depth and cultural sophistication.
Perhaps the best and most recent example of this, has been the lead up to the release of Irish writer Sally Rooney’s fourth book, Intermezzo. She released a limited number of advanced review copies to influencers and celebrities, which turned her novel into a status symbol before anyone had even read a page (as I’m typing this, #intermezzo has 131,336 posts on Instagram). This piece by Hannah Holland accurately captures the ambivalent role books play in our society today: “Aside from what a dizzying example of late-stage capitalism this galley mania is, it also speaks to the renewed cultural capital of literature.”
Other related print-ish things
Marc Jacobs posting selfies with the library books he’s reading, which definitely places him on the ‘democratizing literature’ end of the spectrum // J.Crew relaunching their printed catalogue (with editorials shot on film to complete the nostalgic vibe) and immediately running out of copies because apparently everyone agrees this is a far superior way of presenting fashion inspiration // Model Kaia Gerber launching her book club Library Science as a “catalyst for dialogue over race, sex, loss, consent, motherhood, girlhood, queerness, addiction, abuse, climate change, and intersectionality,” which is a different kind of influence on culture and publishing than that of Kendall Jenner, but who is to say which has more impact?
( Books bring us together )
As status symbols, books can signal belonging to a certain tribe. While any accessory can do that, books offer something most handbags don’t—you can actually read them. And though reading is typically a solitary activity, it has the unique potential to bring people together. If not through the act of reading itself, then through the conversations and shared experiences that come from discussing what’s been read.
Reading parties are nothing new (Silent Reading Party hosted its first one in 2009), but they definitely seem to be everywhere these days. Reading Rhythms is happening on both U.S. coasts, the Silent Book Club has chapters all over the world, and Switzerland apparently has Silent Reading Raves (though I’m not quite sure why they’re called ‘raves,’ apart from the colorful branding). The concept of setting aside time for uninterrupted reading in a space outside your home, surrounded by others doing the same, has clearly struck a chord.
Partly for economic reasons, but also because of this trend, new bookstores are rarely just bookstores anymore. Most of them include spaces where coffee or wine is served, encouraging customers not only to buy a book but to dive into it right away. Luddites Books & Wine in Antwerp has a membership with perks such as a free glass of wine with a purchase (they’re calling it ‘a conspiracy’ and it’s the only conspiracy I’m interested in). These ‘bookstore bars’ often also host readings, workshops, and book launches or signings: Salted Books in Lisbon offers a special writing session for local writers before opening hours. All of these events are creating opportunities for readers (and writers) to connect with others.
Writing and reading are such deeply personal activities, they stimulate conversation and the sharing of feelings and ideas. This is why reading parties, bookstore bars, and libraries are considered ‘third places’—neither home nor work, but spaces where people can build community in a relaxed atmosphere. The term was coined by American sociologist Ray Oldenburg in 1989 as he argued the importance of these third places in promoting social interaction, community engagement, and a sense of belonging, which he saw as essential for a healthy, balanced society.
The hospitality industry is starting to embrace the idea of offering a ‘third place,’ recognizing that community-building is essential to their survival. However, when paired with a book theme, it can sometimes lead to superficial gimmicks—like restaurants set in libraries with unread books, hotels offering a lackluster selection of books for guests, or ‘reading retreats’ that cater to a narrow niche of academics and intellectuals.
There are some exceptions of course. I’ve bookmarked (sorry, not sorry) the Book House Hotel in Pennsylvania—not just as a future destination, but as an example of a hotel that successfully appeals to both travelers and local residents. They’ve created a Book Club Membership that includes a quarterly shipment of a book box, access to regular book events and an annual Book Ball (providing a great reason to travel there), along with remote meet-up chapters. It also offers discounts on hotel stays, seamlessly integrating their location and services into a book-themed loyalty program. I want in.
One last trend I’ve noticed lately—and one I’m eager to introduce either in my personal life or for a client—is book swaps. Each guest sends in a book to the host, who carefully wraps it and writes a few hints on the packaging. At the party, dinner, or cocktail evening (because everything’s better with food), the host displays all the mystery books, allowing guests to browse and choose one based on the hints. The concept is simple, but there’s plenty of room for personal touches to match your taste (or brand identity). Personally, I would have loved to be a guest at Yu & Mei’s book swap wine night or any of the Seen Library events (fashion label Sézane may be the first lifestyle brand to collaborate with them, but it won’t be the last!)
While there are some exciting developments, overall, the hospitality offerings don’t fully capture the widespread interest in reading today, leaving plenty of untapped potential for brands to explore.
Other related book-ish things
Sweet Pickle Books in New York has invented a fun new approach to second-hand book selling—you can trade in your books for a jar of their home made pickles. The level of community engagement this has inspired is noticeable in the popularity of their merch (which they can’t keep on the shelves) // I quite like the idea of a ‘book butler’ service as it is offered by University Arms in Cambridge—it feels like a genuine extension of the hotel’s character // I am never more disappointed than when I realize Andrés Reisinger’s creations are AI. After draping the world’s most beautiful buildings in pink fabric and cotton candy clouds, he’s taken to covering them with books and it. looks. incredible. Someone please make it real.
( Celebrity Book Club Ranking )
Finally, as a bonus and because no one asked, here is a very subjective and non-exhaustive list and ranking of celebrity books clubs.
Reese’s Book Club — most entertaining
The way Reese Witherspoon is “changing the narrative for women” with both her book club and production company Hello Sunshine is genius, no notes, 10/10. Her picks (and the titles she adapts for TV) are consistently top-tier entertainment.
Tea Time Book Club — somehow the funniest
Dakota Johnson launched a book club and production company to bring some gravitas to Instagram and the entertainment industry, and then mercilessly roast herself if she ever seems like she’s taking it all too seriously. Love it.
Library Science — great for your image
Are you so beautiful people constantly mistake you for dumb? Then much like Kaia Gerber, you, too, will benefit from carrying (and reading) the book picks of this club, positioning you as an engaged citizen and thinking intellectual.
Service 95 — best content
Dua Lipa launched a book club and a platform for in-depth exploration of each month's book selection. She personally interviews authors, providing interesting insights and background information about each book.
Our Shared Shelf — most feminist
Though it tends to take itself perhaps a bit too seriously, I do really appreciate the very clear goal of highlighting feminist literature and fueling discussions on how to disrupt the status quo. Emma Watson isn’t here to win anyone over and isn’t afraid to provoke, which makes for a very intriguing selection of reads.
Between Two Books — best in Indie
Who wouldn’t want to know what Florence Welsh is reading, what she’s feeling and thinking in the process, and how it might inspire her own work? I declare this the indiest of indie celebrity book clubs (though arguably it’s also the only one?)
Oprah’s Book Club — the O.G.
I’m not a fan of the worshippy, cult-like vibes, but credit where it’s due: you can’t talk about celebrity book clubs without mentioning the one that started it all.
Belletrist — most opportunist
She took a page from Reese’s playbook and aimed to do something similar, but I find it hard to identify what sets this book club apart from others—other than her ability to monetize it in various ways.
Honorable mention for Mindy Kaling’s Book Studio, which is less of a club and more of a publishing imprint — best in diversity.
Thanks so much for reading this one all the way down to the end. If you thought any of the things in my folder were interesting or inspiring, please consider forwarding this mail to someone who might like it, too. And if you have any suggestions, ideas or other things you’d like to share with me—don’t hesitate to send me a message!
See you next month!
Cheers,
Steph
Pew Research in the U.S.; Nielsen BookData in the U.K.
That is so true and I've seen this for a while now. I'm dying to be part of the service 95 book club, but somehow feel like I lack the hours. Also, books are so expensive in Switzerland and I don't like reading on a reader.
so true! nice to read/meet again here Stephanie. very into substacking too! and congrats. :)