Drifting along on a scuffed, muddy Lime bike is a journey many commuters are familiar with. But riding one to the premiere of your new Oscar-winning film? Not so much.

Timothée Chalamet's appearance on the red carpet for A Complete Unknown on a Lime in London is a new level for bulky e-bikes, which have shifted away from everyday gear in recent years Got cool equipment.

Chalamet brought Hollywood-level attention to the transportation company as he walked down the red carpet, laboriously hoisted the hulking machine onto the stand and then apparently stood to pay his fare. Even the idea of ​​an actor being fined £65 for parking in the wrong area - an easy trap to fall into given the sometimes confusing no-parking zone system - added to the charm.

Although the company said it was too early to measure the business impact and it was unsure who issued the fines, the scene was certainly valuable exposure given its fine structure ranged from £2 to £20. Ellie Bird, Lime's head of UK brand, said it was not staged: "We had no idea this was going to happen... I was on the train home when I saw the first photo on. Before we realized it was actually real, I sent a message to my colleague saying, 'Isn't this great/interesting AI?'

Some public relations experts believe this may be more planned on Chalamet's part. "Ultimately, Timothy is on a media tour and everything he does is very structured, even if it seems organic and 'random,'" Sasha Mills of communications agency Pacer explain. She mentioned last year’s livestream of Chalamet dancing wildly to the Black Eyed Peas. "The design of it looks chaotic, but there's a team of more than 10 people working on it," she said. "Considering that Aidan Zamiri, the director of Live... posted a series of BTS stories about bikes that day, I thought this was a carefully crafted moment to amplify the London-specific premiere surrounding it. way.”

Stage management or not, choosing Lime is a smart move. The company's cultural moment is brewing with Harry Styles, Paul Mescal, Leo Woodall and Jonathan Bailey Young male celebrities such as Celebrities choose to use the company's bicycles to travel around the capital. They have also been worn by pop stars Mahalia, Lorde and Olivia Rodrigo.

While Lime bikes are available in Manchester, Milton Keynes, Nottingham and Derby, as well as around the world, London seems to have a particular soft spot for them. Online, footage of a row of bicycles lined up at the park's entrance has been likened to "London's Terracotta Warriors".

Lime bikes were featured on Charli xcx's landmark album brat, and the constant sound of stolen bikes was even called an "anti-capitalist click."

At London Fashion Week in September, a creative duo launched a bag inspired by the front basket of a bicycle. "For some strange reason, Lime has undeniable fashion credentials," said Tom Snell and Dylan Hartigan of creative agency The Or. "The bike is an accessory in itself, and the basket can also be used as a handbag to carry your jacket, lip gloss or poetry book. Maybe a Jane Birkin (bag) on ​​wheels."

Eloise Gendry-Hearn of creative communications agency The Digi Fairy said: “Over the past year, lime has become a staple product for Gen Z living in London, and for those who don’t For Gen Z living in London, Lime has become the key to more freedom. "Owning your own car... Lime bikes symbolize freedom and in a cost of living crisis, it feels like something within reach." Luxury goods. "

Maybe that explains people's loyalty to their bikes. But there are more practical factors. "It's becoming increasingly expensive to use TfL and air pollution on the Tube is a real problem," Mills said. "Also, many areas of London, particularly south London, are still not well connected."

Lime is also everywhere. “They have more numbers than any other supplier in London,” Mills said. Snell and Hartigan add: "They're like a tank, or a city horse. Dependable, always there when you need it. A trustworthy steed, ready for the chaos of your life." "

Mills said: “Part of this is due to an agreement struck with Hackney councilors in early 2022 which meant (Lime) became the area’s e-bike partner. Hackney is known as a hotbed of fashion culture, so when living in This gave the bikes a stylish air as some people in the area started using them."

Dr David Giles, reader in media psychology at the University of Winchester and co-author of Parasocial Experience, said Chalamet had made a smart move in the digital age. “For digital culture, authenticity—or at least authenticity of performance—is fundamental,” he said. “Ditching your Lime bike on the way to a premiere is the closest thing a movie star has to today’s new breed of celebrity.”

In an age where approachability is preferred over old-school and elusive glamor, the Lime as a chariot—a Gen Z luxury sedan—fits perfectly, even if the relevance ends where it begins on the red carpet.