Sanctimony, not Kate Moss, the Source of Fashion PR Headaches

I think a more appropriate response from H&M and Vanderbilt should be, “We know about Kate’s drug problem. We knew about it all along. We just hoped it wouldn’t make front page news.�

Anyone in the industry knows about some models drug uses and crazy partying lifestyles. Only, they all hope that the public never finds out.

I agree with you that this is blatant lying and that it’s bad PR. The least they can do is tell the truth and admit they knew of the problem. They just don’t want to be associated with the problem.

I think that Kate Moss will definitely be back with those same companies. After her rehab and “recovery� (which sometimes seems like the person has found a way to hide the problem once again) the companies will release a statement something like, “Kate Moss has been through immense personal stress. She has been in rehab and since fully recovered. We have supported Kate throughout this difficult time, and now we welcome her back to the industry with full confidence she will continue to be one of our most successful models.�

I don’t expect to see Kate gone for long. She’ll be back with her companies and may even begin new, pure and drug-free campaigns. This is where the PR teams have to pretend to hide the companies focus of sales and give the company an image of sympathy and genuine concern for Kate.

PR people in these kinds of industries definitely have a difficult job. But, bottom line, difficult job or not, don’t lie.

I don’t even know why they dropped her. This isn’t going to hurt their sales, it is just what they feel is expected of them. “Oh no, our celebrity got caught doing something bad, we have to drop them”. It’s the standard answer. But, the last time I checked, most of the people who can afford to buy the products from the companies that Moss represented, are the social elite of the world. And most of these people don’t get to uptight about morality issues (unless you are Oprah and you get kicked out of a swanky boutique).

As Emily said, people in the industry know what is going on and unless you are blind, most people outside the industry know models use drugs and have used drugs for a long time.

I think H&M and Vanderbilt should have taken, in this particular case, what would have been the high-road and said,”We knew she had a problem, we hoped she would get help, she hasn’t, but now she will and we will help her through this”. I think someone in an industry, that is so quick to show you the door in favor of the next new “face”, showing a little care and support would be a huge shock and might even help your sales.

Nice blog.I like this.
Nick

Nice blog.

Before these companies dropped Kate Moss, they should have looked at the big picture. She has been in the business for a while and is good at what she does. Obviously, she has a drug problem. This comes as no surprise to much of the public. Therefore, the public might look more favorably on her clients who chose to be loyal. An option might be to see her through rehabilitation and then take it from there. An expression of genuine concern for her “problem” and the desire to see her get help would demonstrate an element of human compassion.

For H&M and Vanderbilt to “play dumb” about Kate’s history of drug use, is just plain disrespectful to her and the public. Their statements are a suggestion of the public’s ignorance, not of their own. If anyone gets the opportunity to have second thoughts, I hope that Kate will be the one to have them before working for them again.

As for the PR departments involved, what were they thinking? Transparency was clearly overlooked. I would hope that PR practitioners at this level still find it important to cover the basics.

My opinion on this matter is that they should drop her from these companies at least until she recovers. This is terrible PR for these companies. Just like with any celebrity, you may not ask to be a role-model, and may not want to be a role-model, but you are. If a celebrity or someone that represents a company is photographed in public doing a dangerous drug or anything illegal for that matter, then that puts a bad face on the industry. I agree with Emily’s first statement that they should of made it public that they knew about her drug problem and they hoped it wouldn’t make front page news. The model industry is flooded with people doing drugs. I think a mojor public relations campaign should be focused on that industry.

Hennes & Mauritz, and fashion houses Burberry’s, Chanel, Dior and Vanderbilt will recover I have no doubt. Before the modeling industry goes under I believe something has to be done. This is just ridiculous. And I believe the person to head this campaign should be Kate Moss. She should go to rehab, come back and present her new self to the public. She is the poster child as Allan said, so there should be a poster of her saying NO TO DRUGS. This could only help her image and help the image of supermodels that may not partake in the business of drugs.

I also agree that this the companies who endorsed Moss have their own problem. If they allowed her to represent them, knowing she was addicted to drugs, why should they be shocked. It isn’t like they were warned. We, as PR people, should focus on making the model’s and the companies reputation better, by making campaigns led by models that are not addicted to drugs.

I think it is important to look at the outcomes of the situation. What would happen if they dropped Moss? Are the companies that she is involved with going to lose money? Or are people going to look at companies such as H&M and Vanderbilt going to gain more respect for ntot supporting people with drug problems?

On the other hand, if Moss wasnt dropped, how would that make the companies look? You said in your post that H&M dropped her because it does not fit with their policy on drugs. Is it that important to have a policy on drugs when you work with models? Obviously drug use is associated with supermodels, so what is there a point?

Personally, I think that she should be dropped. I don’t think that it is ok to just make drug use an everyday, no big deal thing because it is assocaited with models. I think that H&M did was right, but I hope that it truly effects Kate Moss. It is important to keep the importance of truthfulness in today’s society because so many people think lying isnt a big deal.

Hopefully she will realize that she was dropped for a reason, one that isn’t ok and that she will do something about it and change. Change for herself, the companies she is associated with and for the reputation of models all over the world.

H&M started to take the high road. On Sept. 19, H&M was apologetic, but Moss was still employed. One day later, she was on the road to rehab without a job. I wonder what happened, and on what focus group they based their decision to drop Moss. Wavering before firing her is a worse offense than letting her go because of her drug problem. Not only does the company come off as being driven more by public opinion than by its management, the delay in its response gives the impression that management isn’t communicating internally.

What PR department would let a front page scandal teeter for a few days before deciding to axe Moss? And who is leading the other companies who quickly followed suit in dropping her from their advertising? More than the drug scandal, (Who doesn’t know that many former child-stars/models/actors/etc… have problems with drugs?) The job that wasn’t done by H&M’s PR department was reaching out to their customers with a sincere apology for the situation, and a concise plan for their future dealings with Moss, or others who might use drugs.

Because this is happening in the UK, it is hard for us to understand the pressure that thier tabloid media places on people in the spotlight. Americans seem to be more tolerant of our celebrities, and we love to root for them to get better - after we make a spectacle of their downfall. This is not an excuse for Moss to do drugs, but if the story was not plastered on every “rag mag,” Moss might still have a job.

I’m sure that drug use is big a problem in the modeling industry, but that doesn’t mean its right. Those models are in the public eye and are expected to be role models to children and teenagers. It’s not acceptable if a professional athlete is caught using drugs, so it shouldn’t be acceptable if a model or actress is caught.

No matter what drug use should be thought of as bad PR. Maybe Kate Moss getting dropped from all of those companies will send a message to other models that drug use will not be tolerated. Hopefully, it will be used as a wake up call to those models who have resorted to drugs to stay extremely thin.

As far as the PR side of this problem goes, it is definitly a nightmare. It is hard for public figures to recover from scandels like this and her career may never be the same. It is her fault that she was dropped from her contracts. However, it’s up to her PR staff to help her make a recovery not only from the drugs but also from the bad publicity. If the right steps are taken, she can easily be just as good as she was before.

Who knows, she could be become an anti-drug spokes women or something. If she makes this a positive experience and turns her life around she can still be very successful.

Allan,
On your previous response. I agree 100 percent that human fraility is at work. As a practitioner, when dealing with that, it has to be hard to recover a so-called frailer image. I guess if we could figure out that problem, then everyone would be happy. Thanks for the response.
Josh

I think this is a classic example of lack of crisis communication. It is sad to say but it seems obvious that a company would prepare for this type of situation considering that this is not the first time a story has broke about a model who does cocaine. I don’t think that they could have helped stopped the situation from happening, but I think that they could have better communicated with the public. I don’t think it was a good idea to hesitate on the decision of if they should drop her. I think that should have been pretty obvious as well.

I think that Moss’s reputation is scarred for years now if not forever. She might not be looked down on as bad after awhile once she cleans herself up and makes appearances to show that she is doing better. I am assuming that she has said that she is getting help for her addiction now. I think that she is living a nightmare just as much as the companies who she represents. I think Moss didn’t have a choice but to be honest about her addiction to the media. She has been in the celebrity spotlight for years now and what I don’t understand is how they think they are invisible.

This is an obvious PR issue. I think that there are important lessons on both parts of the situation to look at and learn from. Maybe PR practitioners will start to have a more important role in deciding who is the face of their company because of this situation with Moss. I believe that it makes sense that a PR person would be more involved in deciding this or in other situations that you mentioned in your post like trading a player or signing a band. All is for the public to see and I think it would be beneficial of a PR person to more involved in this process.

I agree that H&M should not just go on with business like nothing ever happened but was dropping Moss the best solution? They will probably hire her back after she has “recovered� (or learned to be more discrete) or she will be hired by another company who may take advantage of her circumstance. A company could use her to promote an anti-drug campaign.

H&M took a risk in hiring Moss and knowing about her drug problem. In taking that risk they should have been prepared for an incident such as this with a solution that could save them the money they have now lost and not hurt their business. They now have lost money by dropping her contract and won’t they have to pay signing fees if they pick her back up again?

I also feel that keeping Moss would not hurt H&M that much. Most people already stereotype models as drug users and are not going to be stop from buying her products just because she uses drugs. Like I have heard before “no publicity is bad publicity.� Sometimes getting the companies name and product out there could help them.

I feel the same as Justin and think that H&M should have taken the high road and admitted to knowing about her drug use. They then could say they were trying to get her help before the incident and now they are an active part of her recovery and they will support her though her up coming struggles.

Yet another scandal has erupted when using a celebrity endorser who has known “problems.” Most people know that Moss has struggled with drug addiction. Obviously in PR, we realize that after it is displayed to the public (in Kate’s case, being photographed while taking the lines) you must let the endorser go because of the publics reaction. However, I think it might help H&M to say something to the effect that “we want to help Kate kick this habit and here is how we’re going to do this.” They could follow her recovery or at least work with helping sponsor a drug treatment program–perhaps take that as a cause to get involved with on the community level.

I used to think that all models had to do was stay fit and be pretty. My roommates and I have gotten into the “America’s Next Top Model” television show hosted by supermodel Tyra Banks. It has made me look at modeling from a new perspective. In order to be as successful as Tyra or Kate, a model has to be able to understand lighting, posing, makeup and much more to sell themselves and continue their career. There is also a lot of stress when companies very rudely tell you that “you’re not what we’re looking for…you’re too big…you’re too thin…etc.”

This does not condone Kate Moss’s drug use by any means. Especially with her being a celebrity, she is held to higher standards. But instead of just simply dropping her and kicking her to the curb, I think it would be beneficial and show the public (who Allan pointed out “like” her) that H&M genuinely cares about her well-being and her health. She can’t be a good mother or model if she’s getting high on the side.

I agree completely about the absurdity of the companies not realizing that Kate Moss’ drug use could be a problem. At the age of 22 being admittedly naive living in Auburn, AL, I was still not at all shocked to see Ms. Moss on the cover of a gossip magazine snorting cocaine in the dressing room of a runway show, so I don’t even know how they could pretend they had no idea.

I agree with everyone in the aspect that H&M should have sided with their client and shown that they wanted to help Kate instead of dismiss her and deny they ever knew of a problem like the other companies. Kate Moss is a mother and a well-known model that now has a well-known problem with drugs. H&M could have shown support and care for her and even though they wavered, they ultimately tossed her aside.

I don’t think H&M would have even been hurt by staying with Kate Moss. I agree with everyone on the notion that this even could have helped the company. I recently wrote about how even bad PR can be good PR. In this case the PR department should have used this as an advantage for both the company and Kate. Public Relations in this situation would definitely be a difficult task, but I would love to know what the companies based their decisions on when hiring models as well as letting them go because we all know they are aware of the drug use.

I agree that H&M and the other companies should have thought a bit harder when looking for a model for their campaign. In disagreement to previous replies, I do not like Kate Moss at all, never had. She’s been around awhile and represents nothing good to me. Honestly, seeing her in a H&M ad would’ve been disappointing to me.
Also, I’m with the rest of the UK who isn’t shocked at the drug abuse, but the stupidity of the situation. Why allow the camera to shoot you snorting your career away?
To me, Moss has always played a huge (maybe nonvoluntary) role in the girls want to be too thin problem. I feel like she leads the troops in thinking its beautiful to look sickly. To me though, I would not want to destroy my nose to weigh under 100 lbs.
I think she’s a disgrace and that yes, PR departments should step up and prepare for the crisis they will/did receive by hiring her. I have no sympathy and if I saw her on an anti-drug campaign, I would further think it was a joke.

Maybe it’s just me, but I don’t see why being “famous” automatically requires someone to be a role model. Why do we always want to point to women (Moss, Spears, Lohan, Hilton) without any real talent, or personality for that matter, and call them such? Popular? Yes. Examples of what real people are like? Probably not. I think the problem with the situation and similar scandals lies in the people our society chooses to glamorize. Sure, what Kate Moss did is viewed as morally wrong, and it’s definitely illegal. Yet, I don’t think it really affects her ability to walk down a runway and look distant and cold. Hey, it might even help her out. Considering these things, I don’t really see the relevance in H&M having a drug abuse policy.

However, I do think that they made a mistake in trying to act naive about Moss’s and other models’ drug habits. In my case studies class, we talked about how this tactic never works. How many people honestly believed Wolrdcom CEO Bernard Ebbers when he claimed to know nothing about his company’s falsified stock reports? It’s just laughable when these huge corporations play dumb, and it’s terrible public relations. In the long run, it’s much better to own up to what you know, especially when the public is already aware of it, and admit fault when necessary.
Like the majority of my classmates, I think that dropping Kate Moss was unnecessary. If they were concerned about their image, maybe they should have considered ever hiring her to represent them in the first place. All their reaction is saying to me is that they were okay with Kate Moss’s drug habit as long as it wasn’t being publicized. This isn’t the way to effectively carry out PR as a management function.

H&M and Dior have the right to be worried, but is it really a PR disaster? I am not sure how I feel about this. The way I see it, no company wants to get negative publicity. So, yes it would be beneficial to avoid the potential for negative publicity by hiring spokesperson’s/models with good character. However, do I think this is really going to kill their image? No. I may not be a fashion guru, but I will say that I frequented H&M at least three times a week while working in New York this summer. I also think of myself as pretty knowledgeable in the celebrity gossip category. Truthfully, I didn’t even know about the Kate Moss incident. Furthermore, I don’t think I really cared. H&M and Dior do not market their products to wholesome people. They do not have kids or teens products. Most shoppers of H&M are in relatively stylish men and women in their twenties.

Now for example if you were to say that some celebrity sports star who is the spokesperson for Wheaties was seen shooting heroine, I would say that there is a major public relations crisis. H&M and Dior, I feel like it’s a little less so.

Also, most people in H&M and Dior’s target audience know that models tend to do drugs. They are not always the cleanest characters. So, hearing about Kate Moss isn’t as big of a deal.

I think the problem lies at the fact that it is impossible to check someone’s character fully. Many popular models have eating disorders and drug abuse problems and I guess you just have to weigh your options. Think about the product you are going to sell and how it may or may not affect your company’s image.

I won’t deny that I thought the same thing as most of my classmates when I heard that Kate Moss had been caught doing cocaine. My first reaction was, “Ok…and you are surprised?â€? Once Janice Dickinson came along in the late 70s, the world of modeling became “superâ€? in every respect- enormous parties, outrageous lifestyles and lots of drugs and alcohol to boot. I’ve grown up with the stereotype that most supermodels have a drug problem, an eating disorder or both. Moss is not the first model to prove the label’s validity.

However, I can’t help but wonder, “Is Kate really hurting?� Some say that there is no such thing as bad publicity, and in this instance, I’m beginning to wonder if that statement is true. Of course, being dropped from the H&M and Vanderbilt accounts has its temporarily drawbacks, but has Moss’ image been permanently tarnished? Her name seems to be in the news more than ever, and her fan base actually seems to be growing.

I recently did an Amazon book search and found that Katherine Kendall’s book, “Kate Moss: Model of Imperfection,� is flying off the shelves. Currently, Amazon only has four copies in stock. My generation is consumed with gossip and celebrity news, so I can see why Moss has become a source of intrigue.

Ultimately, H&M has the right to hire and fire who it pleases. Yet, it shouldn’t have reacted as if it was surprised with a model’s drug use. Rather, it should have considered its image and decided in the beginning whether hiring Moss was worth the potential risks.

I fear that the companies “so quick” to drop Kate are having things backfire on them. I don’t think they looked at the big picture like Jami suggested. They jumped for fear that they would lose money, granted that is what the game is all about, but they need to think about long term effects also. They neglected to factor in what the general public would say to their claims of ignorance. We are all aware of the rampant drug use in the modeling industry, and none of us were shocked by the revelation that Kate Moss (a confessed drug addict) was caught in the act. Okay, so it wasn’t the smartest move on her part to “cut a few lines” on the job, nor do I advocate drug use, but come on did these companies assume we have no knowledge of her addiction and previous struggles to overcome them?

So where was the PR department in all this… did they just freak out and think, “Oh my God we are going to lose big clients if we don’t drop Kate instantly,” and then that became the basis of their crisis plan? I think most of us agree that “playing dumb” and “denying knowledge” of her drug use while dropping her as their spokesperson was not the best method of PR. Wouldn’t it have made much more sense to admit knowledge of her problem, agree to let her step down as spokes model temporarily, and support her through rehab. They could use it as a human interest element in future campaigns, showing the public they care more about people than product. I think H&M and Vanderbilt could have both publicly stated that, while they don’t support her drug use, they support her efforts to over come this struggle and will continue to see her through this battle.

If you ask me that would have not only been a good PR move but would have boosted positive discussions about their companies instead of negative blogs all over the world.

It has long been public knowledge that Kate Moss and other high profile models such as Naomi Campbell and Janice Dickinson have done cocaine. These models have spoken openly about their and other models use of the substance at parties and runway shows. I have long been aware that Kate Moss does drugs so when the news got out that she was photographed in the act, I was disappointed but not surprised.

If someone not in the industry such as myself knew that Kate Moss has had a drug problem in the past, obviously her employers knew this information as well. H&M and Vanderbilt were obviously misleading the public when they stated they had no knowledge of her drug use. They, along with all Moss’ other employers, have simply turned a blind eye to her use of cocaine.

I believe H&M, Vanderbilt, Dior, Burberry, etc…simply made a knee jerk reaction in firing Moss. I think each company’s PR team considered mothers who buy their clothing who may think twice about doing so now that their spokes model has been caught doing drugs. To compensate for their initial loss, they fired her because that is what they thought their customers would want them to do. They wanted to immediately disassociate her bad image from their companies and their products.

I believe a better response would have been for the companies to acknowledge Moss’ problem and devise a plan to work with her and stop her drug use. The companies could have suspended her contract temporarily and sent her to counseling and rehab then gotten her involved in anti-drug campaigns. They could have then begun a campaign portraying Moss as clean and reformed.

This strategy would reclaim many but not all of the company’s former clients. Most importantly though, it would clean each company’s and Moss’s image.

It has been 2 months since the news broke. So far, she has gotten new offers and contracts, and she is even more famous and infamous than before. Some of the companies that dumped her now can’t wait to have her back. But if Ms. Moss screws up again, in a very public way, than I am not so sure she could be as lucky the second time.

Although Moss went into detox for “exhaustion” a few years ago, there were never pictures of her drug use circulated until the Daily Mirror incident. Fashion companies are about making money, they really don’t care about the private lifes of the models, image is everything. The aura of danger and decadent was what they wanted when they signed Kate Moss, and that’s the image the public also can’t seem to get enough of. Ms. Moss obviously understood the name of the game, judging by the speed it took her to make her public apology, and going into rehab. Everyone understands the name of the game, and the rules of the game. Moss is smart to stay out of Britain and make as much money as possible before facing the British police investigation.

Perhaps in the end, the biggest loser is Kate Moss, she has lost more of her personal freedom, which no amount of money could ever buy back.

I agree. The industry is booming with drugs of all kinds and fashion houses and whatever other model employer knows that. Someone’s personal life being shown through nosy tabloids exploiting their every move, causes loss of one’s privacy, not to mention dignity and that is just wrong.

I do understand that putting yourself out there as a model or actress, you are going to be in the public eye. That goes back to the ole “don’t do anything you wouldn’t want people knowing about” adage. But there is a degree to where things can be taken to far.

In this case, Moss did drugs. Does that mean she is a bad model? Does that mean she should get fired from posing for pictures? Until she shows up high for a shoot or is late from a hard-partying night, employers should not base her abilities on her personal life. Especially when what they are basing it on was found out from someone else.

Moss went to rehab over the issue. She has had three magazine covers come out since and has many contracts under her belt including Virgin Mobile, ROberto Cavalli, Coco Mademoiselle, Longchamp and Rimmel cosmetics.

Supermodel Kate Moss has been voted best-dressed woman by the style gurus over at Glamour Magazine. The 32-year-old anarchic socialite topped Glamour magazine’s annual style list for the third year running. Not bad for a woman recently embroiled in a very public drug abuse scandal.

Kate Moss edged Sienna Miller into second spot followed closely by Ms Beckham in third. Victoria Beckham has moved up the rankings, perhaps in part due to her new found career as a fashion designer with Rock & Republic. Nicole Richie is the year’s highest climber, up 33 places to number four, which probably says more about Paris Hilton than it does about Ms Richie. Halle Berry is fifth, followed by Charlize Theron, Jennifer Aniston, Mischa Barton, Catherine Zeta-Jones and Nicole Kidman. On the flip-side, the worst-dress woman is Celebrity Big Brother housemate Jodie Marsh, followed by Jordan, Paris Hilton and Britney Spears.

So what differentiates the best-dressed from the worst-dress? What’s the criteria for judging who dresses well as opposed to who dresses poorly? Indeed, what qualifies anyone to publish such a judgmental and ultimately utterly subjective list? Perhaps this categorising says more about our society than it does about the personalities being judged; it’s like a glamorous form of cronyism! The judges spew forth their subjective views based on personal friendships and ambitions. Indeed, how can anyone, even renowned designers, issue a truly objective list of who dresses well as opposed to who dresses poorly. The very essence of true style is indefinable and personal; there is no objective criteria it’s all utterly subjective and varies from one person to another and that’s what makes fashion and style so attractive and inspiring. Maybe the girls at Glamour Magazine might consider an in-house best and worst dressed woman — this would provide them with a deeper understanding of what it means to label other woman best and worst.

The most stylist post is just a reflection on the shallowness of the tabloid society. To put a notorious drug user such as Kate Moss as the most stylist woman is a joke. She may be stylist, but she is a wreck. She might not be on drugs now, but I doubt it. Seems if you are pretty and famous, you could get away with everything in our society. You could use illegal drugs and in the end laughing all the way to the bank, and still be admired and envy! I think Kate Moss is a good model, I am sure her personal life is a mess, and her internal organs could be of a person of 50 due to heavy smoking and boozing and drugging. The most stylish woman to me, although she has past away, is Audrey Hepburn, she had real class, dignity, discipline, style, beauty inside and out, compassion, and real appreciation of her good fortune. Why don’t we see any celebrities today that are like that? The only other one I can think of is Angelina Jolie. She has honesty about her drug use, and beautiful and wants to help where ever she can, passionate about issues and gives time and money. I don’t think of her as a home wrecker because of Brad Pit, love and emotional issues are never as black and white anyways.

When Kate Moss’s drug problem was exposed about a year ago, the companies she had contracts with acted surprised and upset with her behavior.

Whether or not they expected this behavior from a supermodel (which they probably should have), the majority of these companies did drop Moss’s contracts and she suffered a monetary loss.

But as time passed and the public focused on the next celebrity who has done wrong, Moss moved on and was able to regain her fortune.

She suddenly began appearing on magazine covers again, and not because of her drug use. She could be seen in ads again as well. Nikon used her in an ad campaign to promote their trendy, new camera. Moss could also been seen in ads for the cosmetics company, Rimmel. Both of these companies didn’t seem to suffer from using the model in their advertisements.

My point is, the companies may have panicked and dropped Moss from their contracts because they didn’t want to be related to drug-use. But this may not have been the best response. All the situation really needed was a little time, some crisis management strategies, and maybe a public apology from Moss. Then soon the world will forget about the tabloid pictures of Moss using cocaine and everyone will go back to their everyday lives.

Kate Moss is an idiot.

She announced publicly today that her wedding with rocker frontman, Pete Doherty of the band ‘Babyshambles’, is going to be called off if he doesn’t comply with the six rules she has laid out for him.

Calling them “Kate’s Commandments” isn’t the worst of it. The actual rules are pretty silly considering she is a trashy coke-head and Pete lives his life in a heroin haze.

Moss said that Pete can no longer take drugs. He has to stick to a strict diet, stop flirting with his groupies, call her three times daily, and he has to write music and poetry for two hours every day.

I just wish Pete had a set of rules for her: #1: Eat a sandwich. #2:Get a job.

I have to hand it to Moss, however. She is allegedly paying $20K to get Pete’s teeth “fixed” from years of drug use and not flossing. Congrats. May you live happily ever after.