Hinge has launched the second chapter of its “No Ordinary Love” campaign, deepening its exploration of modern relationships through storytelling. This latest iteration brings together five contemporary writers and real-life couples to share authentic moments from their romantic journeys, told from both partners’ perspectives. While similar to the original concept of the first chapter, this second push uses a slightly new spin on the idea.
The featured authors – Upasna Barath, Hunter Harris, William Rayfet Hunter, Tomasz Jedrowski, and Jen Winston – were paired with Hinge couples to craft personal narratives that delve into the emotional complexities of early dating, including anticipation, vulnerability, and miscommunication. According to Hinge, the goal is to encourage daters to remain open-minded and reflective in their approach to romantic connections.
This phase of the campaign is centered around a five-part weekly series hosted on Substack, a platform known for fostering intimate discussions and long-form storytelling. “Substack has become a place for meaningful discussions about dating and relationships, so bringing No Ordinary Love to the platform felt like a natural fit,” said Jackie Jantos, Hinge’s president and CMO. “By flipping between both partners’ perspectives, these real love stories highlight the misreads, overthinking, and unspoken harmony of early dating.”
In collaboration with Dazed Studio, the stories will also be compiled into a limited-edition hardcover book. Launching in June, the book will be distributed at select book clubs in New York and London as part of Hinge’s effort to foster offline community engagement.
The campaign will continue to expand through summer 2025, with activations including out-of-home ads and partnerships with BookTok creators. As Jamie Knowles, managing director at Dazed Studio, noted, the project offers “a slower, more reflective take on modern dating” that challenges mainstream portrayals of romance.
