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Don't hate the Instagram engagement stunt – 'branded' love began long ago

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Surprise! We live in influencer hell

Dearly beloved, we are assembled here today to witness a heartwarming story of modern #love. I hope you’ve got tissues at the ready because it’s guaranteed to bring a tear to your eye.

The story starts in New York with a glamorous heterosexual couple: Marissa Casey Fuchs and Gabriel Grossman. Fuchs is a director of brand partnerships at Goop and a fashion influencer with almost 200,000 followers; Grossman is an investment banker. (Please don’t immediately hate them because of their jobs, wait a few paragraphs and hate them because of their personalities.)

Last Tuesday Fuchs, who goes by @fashionambitionist on Instagram, shared a video of Grossman sort-of proposing. “I have the most important question of my life to ask you,” he announced. “The problem is, we’re not really into traditional weddings. It’s not really our style.” The romantic renegade then explained he was dispatching his beloved on “an extraordinary adventure”. The internet watched in delight as Fuchs headed off on a scavenger hunt spanning New York, Miami, and Paris in search of Grossman and her happily ever after. Every step was diligently documented on Instagram, and the whole thing went viral.

Alas, the course of true love never does run smoothly. Rumours soon started swirling that this “surprise” engagement was nothing of the sort; rather it was a staged marketing stunt. The Atlantic got hold of a........

© The Guardian