On Tuesday, fashion influencer Marissa Casey Fuchs, known on Instagram by her handle @fashionambitionist, shared a video to her 140,000-plus followers showing her boyfriend, Gabriel Grossman, speaking to the camera and telling her he has "the most important question of [his] life" to ask.
Grossman adds that because he and Fuchs aren't "really into traditional weddings," he's planned something special for her and she is about to embark on “an extraordinary adventure.” When Fuchs posts the video to her feed, she writes, “WHAT IS HAPPENING?!”
When the post originally went live, fans and publications jumped on board, ready to see what romantic activities Grossman had planned. Off the back of the hype, Fuchs gained 20,000+ followers. However, according to a report by The Atlantic, the proposal and what came next - a scavenger hunt taking the couple from New York to Montauk to Miami to Paris - wasn't a surprise at all, in fact, it had been pitched to brands in the lead up with a detailed 10-page PDF.
The pitch, which has now been uploaded in full online, was reportedly sent to "marketers at various brands and agencies outlining the future engagement in the context of a potential sponsorship," per The Atlantic. It includes details about how the pair met, the entire itinerary of the trip - including that Grossman plans to propose at 2:45pm today (21st June) with a flash mob outside of the Louvre in Paris - and Fuchs' statistics.
Since first publishing their expose, The Atlantic has updated the article saying Grossman reached out and was "adamant that Fuchs has no knowledge of the deck or imminent proposal and that they "received no direct payment for Fuchs’s posts. In fact, he said, most brands didn’t even respond."