Who is DeuxMoi? The identity of the founders is revealed

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Anon plz – but the real identities behind popular Instagram gossip maker DeuxMoi have just been discovered on Substack. Internet culture reporter Brian Feldman’s newsletter BNet had been inactive for a year and was probably waiting for a good cause before publishing today an in-depth investigation uncovering the likely identities of DeuxMoi’s anonymous founder-moderators. (Full disclosure: Brian Feldman, the digital Hardy Boy in question, previously worked at new York Magazine. Now on with the goss.) It was reported back in March that the founder had signed a book deal with William Morrow to publish a novel about her experiences as an undercover gossip doyenne. HBO then chose the resulting book, named anon pls, for an HBO Max series starring Greg Berlanti. These two deals, along with numerous controversies surrounding the speculative personal deals of celebrities publishing the account, make the people running DeuxMoi notable figures. “DeuxMoi has chosen to blend their individual identity with their increasingly high-visibility modus operandi,” Feldman writes. “I support people telling their own story – which is not mutually exclusive, because they believe that at that point the identity of whoever is telling that story is newsworthy in itself. DeuxMoi is a public figure.” Who could this character be?

A few girls who have worked in the fashion industry at least once: Meggie Kempner, the granddaughter of a famous socialite, appears to have started it with Melissa Lovallo, who reportedly still runs it. Maybe Kempner and Lovallo are more or less what you imagined when you clicked on DeuxMoi. Perhaps the news is disappointing because it’s not shadowy gossip Girl Man or someone whose actual name is Cricket Lopez. Anyway, an internet sleuth just had his J. Jonah Jameson moment, and that’s as good a story as “YOU DIDN’T HEARD FROM ME BUT I SAW A SPROUSE TWINS WALKING A DOG IN WILLIAMSBURG.” GO AND HE BROUGHT TO HOLD HIS GIRLFRIEND POO BAG” or whatever.

Feldman cracked the code through fully publicly available information, trawled through years of social media posts and tags, and found an old YouTube video of the two in a rather flimsy “disguise.” Since DeuxMoi started as a fashion blog in 2013, there was a ton of this kind of information just waiting to be compiled. Still, Feldman had to fill his article with disclaimers that what he’s doing isn’t doxing because he’s just pieced together public, basic information like names and occupations, and that it’s because DeuxMoi is a socialite of increasing influence It’s in the public interest to know who’s running the thing. It’s depressing that such disclaimers seem necessary after BuzzFeed journalist Katie Notopoulos revealed the identities of the previously pseudonymous founders of the Bored Ape Yacht Club and received an absolutely toxic crypto bro pile. It remains to be seen if Gossip Girlies will do the same.

https://www.vulture.com/2022/05/deuxmoi-identity-revealed.html Who is DeuxMoi? The identity of the founders is revealed

Lindsay Lowe

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