Hinge is highlighting the emotional plot twists of early dating in a new campaign designed to resonate with Generation Z daters.

The second instalment of the ‘No Ordinary Love’ campaign sees the brand team up with editorial platform Substack, which will feature weekly real life Hinge love stories. 

Contemporary writers Upasna Barath, Hunter Harris, William Rayfet Hunter, Tomasz Jedrowski, and Jen Winston have been paired with five real Hinge couples to retell key moments of their love stories. Each story alternates between the perspectives of both partners. 

Inspired by first-person narration in books and movies, the ‘No Ordinary Love’ campaign has been designed to offers an intimate look into the mindset of early dating.

Developed in collaboration with Dazed Studio, the stories follow the excitement and self doubt that comes hand in hand with modern dating. The stories highlight the thoughts and feelings each couple navigated at the beginning of their relationship, encouraging daters to approach romantic connections with an open mind.

The campaign is the latest example of Hinge embracing new storytelling routes to better connect with Generation Z daters.

The ‘No Ordinary Love’ campaign will launch as a five-part weekly series on Substack this month. Acclaimed author Roxane Gay will return to introduce No Ordinary Love in the Substack foreword, and Hinge is also partnering with creators on Substack to spark conversations and bring their audiences into the heart of the stories.

Jackie Jantos, President and Chief Marketing Officer at Hinge, explained: “Substack has become a place for meaningful discussions about dating and relationships, so bringing No Ordinary Love to the platform felt like a natural fit. We want to complement Substack’s community of writers and readers with honest, authentic perspectives on love from exciting literary voices.”

She continued: “At Hinge, we’re intentional in sharing useful, inspiring stories that meet daters in the spaces they already are. By flipping between both partners’ perspectives. These real love stories highlight the misreads, overthinking, and unspoken harmony of early dating.”

The anthology will also be printed as a limited-edition hardcover book, produced by Dazed’s in-house creative and community agency, Dazed Studio. Starting June 2025, the books will be distributed to select in-person book clubs in New York and London, bringing people together to read and connect over the Stories.

Jamie Knowles, Managing Director at Dazed Studio, added: “At Dazed Studio, we’re always interested in projects that challenge dominant narratives and create space for honest, human storytelling. With this next iteration of No Ordinary Love 2.0, we had the opportunity to pull from our extended creative community to shape a campaign that feels deeply cultural, personal, and refreshingly real. It offers a slower, more reflective take on modern dating; one that resonates with how people are truly feeling right now.

The campaign will continue to come to life this summer through collaborations with BookTok creators and Substack writers as well as through out-of-home advertising campaigns in New York City and London. No Ordinary Love is an extension of Hinge’s ‘Designed To Be Deleted’ brand platform.