And perhaps, for the Hogemans, it already has proved its worth. “Online sales right now are not bad. It hasn’t improved, but it hasn’t decreased,” says Simon. “The bad days are maybe a little bit worse now, but we’re definitely staying afloat. If it continues like this we won’t have to let anyone go. Under the circumstances, we’re really lucky and happy.”At some point in early 2020, my Instagram account devolved from biographical living document to pretty boy picture repository. The public-facing side of my rarely updated profile remains socially acceptable, but hidden in a multitude of saved folders is my secret shame: hundreds of photographs and videos of handsome men. The endless scroll of temptation moves from vintage hotties (pre-salad dressing Paul Newman looking broody or all incarnations of David Bowie) to modern-day (Michael B. Jordan beaming, his dimples deep enough to dive into, Matthew Goode preening in a three-piece-suit). Other forms of content may get bookmarked—makeup tutorials, New Yorker cartoons, Rihanna outfits—but my eye candy archive takes precedence. Under normal circumstances, this cache of cuteness would be enough of a diversion, but summer 2020 is committed to being bizarre.
It wasn’t always like this. Though I’d begun the year in a funk when New York’s stay at home orders started in March, I attempted a reset. My mind focused on the goals I’d finally accomplish with all my newfound time. I envisioned a highly productive fictional self who would buckle down and write the next great novel or screenplay. Dedicated and diligent, she would channel her energies into painting, learning a new language, finally figuring out how to make macarons!
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