Cassidy’s genius move was leaning hard into her bookish identity while slowly, strategically turning up the heat. She launched a series called ‘What I’m Reading This Weekend’ that featured her in progressively more relaxed — and revealing — loungewear, surrounded by stacks of actual books she’d genuinely read and reviewed. ‘People kept saying the content was aspirational,’ she laughs. ‘Like, yes, please aspire to spend Sunday in silk shorts recommending Donna Tartt novels.’ The series became her signature and her most-saved content category, with each installment pulling hundreds of thousands of new followers.