Trying to figure out if a kissing selfie in a PR relationship is real or totally staged? There are a few signs that can help—some obvious, some a bit more subtle. Here’s a quick rundown of what to look out for when judging the vibes.
• Sudden drop after months of silence? If a couple rarely posts each other but suddenly drops a kissing selfie—especially right before or after a major press moment (album drop, tour, controversy)—that can be a red flag.
Louis literally just confirmed LT3 is finished. On top of that, his Discord server's been opened to the public—right as it’s turning into a breeding ground for controversy aimed at him and his team.
• Is it damage control? Sometimes these photos follow bad press or major events to distract or redirect headlines.
Sure, the Larry reel like might’ve happened a while ago, but it made serious noise—and this could easily still be damage control. PR doesn’t always move in real time; sometimes it waits for the dust to settle, then quietly redirects the narrative.
• Coincides with article drops? If media outlets publish writeups suspiciously fast after the post goes live (like within 5–15 minutes), it may have been pre-coordinated with publicists.
• Do they actually look into each other? Real affection tends to look soft, relaxed. One person isn’t stiff, lips aren’t barely touching, and it’s not angled like they’re trying to showcase the kiss more than feel it.
Zara’s literally kissing his chin. Her top lip barely brushes his bottom lip—it’s giving more “posed for optics” than “caught in the moment.” And Louis? His arm’s so awkwardly stretched out to “take the photo” it honestly looks like someone else snapped it, and he’s just holding his arm up for show. I dare say the papped Costa Rica kiss pics on that couch looked more natural than this selfie.
• Does it feel awkward or staged? PR couples often take kissing selfies that are just off—either too performative or oddly posed, almost like a promo shot.
• Who’s more into it? If one person is going in fully and the other is pulling away, disconnected, or just… there? That imbalance can feel inauthentic.
• Whose account is it on? If it’s always the same person posting (usually the one benefitting more from the exposure), that says something.
It’s on Zara’s account—no surprise there. Louis has been “over social media” for a bit, and while he’s been a bit more active on Instagram lately, this kind of post was never going to come from him. And let’s be honest, she gains a lot more from the exposure. Despite Louis being the bigger name, Zara’s still doing damage control after the backlash from her Love Island run and the whole cheating-on-Sam situation. A kissing selfie with a well-loved celeb? That’s PR gold—for her.
• Does the caption match the intimacy? Oversharing with a cold or vague caption (or no caption at all) can feel disjointed—like the kiss was for the camera, not the moment.
The caption? Just a red heart emoji. Cute—safe, vague, and perfectly non-committal. It wasn’t until twelve or so hours later that Louis even bothered to comment with an “I love you x,” and she came rushing in with an “I love you so so much xxx.” It reads more like overcompensating than genuine intimacy. If it were that deep, why not say it in the original post?
• Is it a first official post? If private photos have leaked for months and only now does a polished selfie appear, it might be a team-approved milestone.
This is the first official post—and notably, it’s on Zara’s account. She’s only appeared on Louis’ once, and even then, it was a group shot buried in his Glastonbury photo dump. Hardly the kind of post you'd consider a true “hard launch,” which makes this one feel all the more curated and intentional.
• Was press ready? If gossip sites or tabloids publish full pieces minutes after the post, including watermarked screenshots and links, chances are the image was part of a planned rollout.
One of the first articles—possibly from Daily Mail, though don’t quote me—was published just 12 minutes after the photo went live. The kicker? The screenshot they used showed the post at the 10-minute mark. That means the entire write-up, image grab, formatting, and publishing process happened in two minutes? Yeah, no. That kind of turnaround screams pre-written and pre-approved. This wasn’t a reaction—it was a rollout.
• Engagement bait? If the photo is monetized, promoted, or getting boosted in algorithm-friendly ways (especially on an influencer’s page), it may be more strategy than sentiment.
Does it follow a familiar script? Recycled PR tactics include:
• Pap photos in exotic locations
• Coordinated soft launches (e.g., blurry IG stories, matching clothes)
Hello, Louis' arm featuring in a foodie post by Zara. Hello matching tracksuits at Glastonbury.
• Random public makeout sessions timed near album promos
Hello again Costa Rica!!! Where he was seen recording LT3!!!!
• Has one or both parties been part of PR rumors before? Past patterns usually predict future ones.
Don't know about Zara, but every single one of Louis' relationships were seen as PR.
Even the GP (general public) isn’t easily fooled anymore. If fanbases, casual followers, or pop culture commentators collectively raise eyebrows, it’s probably not just stan paranoia. People notice when something feels off.
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