Authentic or Advertising: Has PR shaped Chalamet's Personality for "A Complete Unknown"?
Image Credits: Raph_PH via Wikimedia Commons
Whether it’s crashing his own lookalike contest in Central Park, riding a Lime bike to the London premiere, or making appearances on popular podcasts like Theo Von’s or The Broski Report, Timothée Chalamet’s press tour for his A Complete Unknown has been captivating. His promotional journey marks a “new era,” celebrating the return of authentic, unfiltered celebrities.
Once pegged as the quiet, enigmatic French poet-type, stemming from roles in Call Me By Your Name, Beautiful Boy, and Bones and All, Chalamet was often found hypothesising introspective philosophies like the infamous: “You could be the master of your fate, You could be the captain of your soul. But you have to realize that life is coming from you and not at you, and that takes time.” His newfound chaos, then, moves away from this characterisation.
Chalamet’s so-called “authenticity” may itself be a carefully curated, perfectly packaged PR strategy. Celebrities have been victims of their project's PR: their image and personhood endlessly entwined with calculated productions to generate brand awareness and promote public consciousness. The rise of 24/7 internet culture has only intensified this integration of project and personality. However, Chalamet’s erratic digital footprint predates his famedom, indicating a genuine unmasking of a lost, bold personality. Yet, the exact PR project only complicates this narrative; Bob Dylan himself embodied an unpredictable, provocative, and totally individualised public persona. It’s possible that Chalamet is both paying homage to Dylan in ‘being himself’, whilst being encouraged to lean into these traits for promotional purposes. Whilst many plead for Chalamet to ‘never get media training again,’ it is clear we are slowly being conditioned to accept more subtle, concealed, and sophisticated forms of advertising, without questioning.
This tension highlights a broader issue: while we perceive him as an unfiltered actor, we are, in reality, engaging with a meticulously crafted persona—an image strategically designed to promote both himself and his projects. Celebrity personas have become living, breathing advertisements, yet their authenticity blinds us to the subtlety of their salesmanship. The line between fame and fiction is increasingly blurred by commercialism, so deeply woven into our culture that it is unrecognizable.
PR stunts and celebrity “eras” confuse this line between genuine individuality and calculated marketing, creating an illusion of intimacy between celebrities and their audiences. As public figures become more accessible through social media, fans feel increasingly confident in identifying their “real” personalities. This parasociality invites scrutiny and speculation on celebrity authenticity, determining who they believe fits perceived narratives. The widespread scepticism and ridicule surrounding Chalamet’s reported relationship with Kylie Jenner demonstrates this: “What could they even talk about?” This invasiveness of the modern celebrity gives audiences the illusion of insider knowledge whilst simultaneously making them complicit in the very system that constructs these personas.
More broadly, we may be expanding to more invasive celebrity commercialism and marketability within our daily routines. Blake Lively leverages her appeal in launching a haircare brand. Tom Holland’s clean-cut, boy-next-door image translated to a non-alcoholic beer line. Gwyneth Paltrow’s Goop empire solidifies her as the face of aspirational, albeit polarizing, self-care. These ventures directly amalgamate personality and profit, reflecting a significant cultural shift in stardom. Whilst this isn’t inherently negative, it perpetuates the empty intimacy between audience and actor. Identities are commodified, and fans don’t just purchase products, but invest emotionally and financially in icons focused simply on a sale.
Chalamet’s current press antics, while endearing and entertaining, may still be a calculated performance designed to generate buzz. His “new era” might feel like a breath of fresh air to fans craving spontaneity and personality in a landscape dominated by polished celebrity images. Yet, it also highlights the complexities of modern fame, where individuality and authenticity are often sacrificed at the altar of PR—or even weaponized.
As celebrities flood the market with brands and carefully curated personas, the novelty will inevitably wear thin, with marketing encroaching on moments that once felt genuine and personal. This erosion of authenticity will paradoxically foster more critical and discerning audiences, forcing us to question what we’re being sold—and whether any of it is truly real.