The aesthetic
This goes first, because it's pretty all-encompassing. It's midwestern earnestness somehow seamlessly mixed with a yearning for all things European. The mispronounced French name that's really midwestern geography, the cans that look like linoleum floors, the new line of flavors called "Cúrate" (which means "cure yourself" in Spanish). Amazing. Think the Griswolds go to the French Riviera.
Young people love this stuff in the same way they love most things - a love that starts out ironically and then morphs into pure enthusiasm. But always in a heavily documented and hashtagged way (#LiveLaCroix).
[Photo via @lacroixwater]
.jpg "How Comms Guru & Founder Of The PR Net Lisa Smith Put Her Stylish Stamp On The Industry")
.jpg "Who Are The Assoulines? Meet The Chic First Family Of Luxury Publishing")
.jpg "Who Is Nats Getty? The Oil Heir & Trans Activist Is Living Life Loud & Proud")
.jpg "Worldly Socialite Haya Maraka's Elegant Etiquette Tips For The Modern Lady")
.jpg "Haute Hostess Christine Chiu's Guide To Throwing The Most Fabulous Fête")
_amber_guinness.jpg "A Mediterranean Menu À La Amber Guinness")
