As summer comes to a close, be prepared to see a wave of soft launches on your social media feeds.
“Soft launch September” was dubbed by The Cut back in 2021 as the natural precursor to “cuffing season,” defined as the period between fall and winter when lonely singletons get “cuffed” or “tied down” by a serious relationship or at least a relationship long enough to last the cold weather. But unlike cuffing season, the soft launch trend is specific to social media, as summer flings take things to the next level by hinting at their relationship on their platform of choice.
