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I'm pseudy and proud

I'm pseudy and proud

Spectator18-06-2025
What does it mean to be a 'pseud'? I hadn't thought a great deal about it, until a passage from a piece I'd written about semicolons made it into Private Eye's venerable Pseuds Corner. It appears just after a conversation between two AIs, and above a breathless quote from Meghan Markle (for it is she).
Members of the public submit what they consider to be 'pseudy', and everyone laughs. I've always enjoyed it, and I was so delighted to be featured (I mean, Will Self's been in there!) that the column is on its way to the framers as we speak. To share some pages with Craig Brown, whose satirical bite in his diary is so excellent at exposing the emptiness of contemporary culture, is heavenly. But should it have been in there? Torn out of its context, my prose indeed is florid:
Formed from two other punctuation marks, it [the semicolon] is a gorgeous, enigmatic, humanist chimera. It more closely resembles a gentleman, on the edge of his chair, leaning slightly forwards, poised to hear the aphorism fall from your learned lips. It is the jewelled hand, held out to be kissed; it is the tactful recognition of a guest in the glittering salon.
Overblown? Yes. But the piece had begun with a request to the reader to rub ashes into your hair at the demise of this punctuation mark – did the person who sent it in to Private Eye think that I really meant that? The piece was an exercise in playful hyperbole; my tongue was, quite firmly, in my cheek. It was, in short, an extended joke, and a sincere one too: the opposite, in fact, of pseudery. Yes, I care deeply about semicolons, and yes, I'm happy to deploy a range of literary techniques to mourn its passing – isn't that what writing is?
There doesn't seem to be much rhyme or reason as to what ends up in Pseuds Corner: sports writers feature heavily, and indeed, Dan Carrier of the Camden New Journal is in there with a comparison between the Basques and Tottenham Hotspur. (I think it's actually quite good.) The AI conversation surely doesn't count, because AIs don't have a concept of pseudery. They're not real! They can't be pretentious!
What about Meghan Markle? The Cali Duchess muses: 'I think it speaks to this chapter many of us find ourselves in, where none of us are one note. But I believe all the notes I am playing are part of the same song.' Sure, it's meaningless, and to say that the metaphors are mixed would be an understatement, but isn't she – and heaven forfend that I'm actually defending Miss Markle here – trying to articulate something that she truly means, but lacks the rhetorical ability to formulate?
As a form of literary criticism, then, it seems that Pseuds Corner essentially comprises 'things that Private Eye readers think are pretentious'. Which is to say, jargon, extended metaphors, and anything that smacks of fanciness or, as with Markle, flummery.
Private Eye wants writers to be blunt, concrete, and to the point. Perhaps this is a result of its largely grammar/minor-public school and Balliol conception in the 1970s, and its distrust of anything that smacks of aristocracy or academia. It's a bit like the Augustan poets, with their ornate phrasing, being shoved out of the way by Wordsworth, with his old men and daffodils.
Experimenting with language; employing unusual vocabulary; working with extended metaphors: these are good and necessary parts of a vital literary landscape
Where would we be, though, if everything was as Private Eye wished? If my piece on semicolons simply ran: 'Aren't semi-colons great, and I'm really sad that no one's using them any more,' would readers have responded to it, with such passion and interest, in quite the same way? As Private Eye itself would say, shurely not.
Experimenting with language; employing unusual vocabulary; working with extended metaphors; using academic terms to try to pin down concepts like 'queer space travel': these are good and necessary parts of a vital literary landscape. I mean, look, I think academics go too far sometimes – is space really queer and decolonial, as Nelly Ben Hayoun-Stépanian suggests in the same column? – but they are usually trying to articulate concepts that haven't been articulated before. Which is to be encouraged. Aside from that, all of this, like the royal family, adds hugely to the gaiety of the nation. We don't want a Gradgrindian landscape where prose merely does the job. Boring!
I'm very glad that Pseuds Corner exists – like everything in Private Eye, it serves a function, which is to remind writers that words must be used correctly. But I also must say: now gods, stand up for pseuds! Because if writers cease to be ludic; if duchesses start to read actual books; then Pseuds Corner would be redundant. And that would be a sad day indeed. Or perhaps that should be: the willows would weep; the stars would flicker out; and the melancholy gods would groan, pale-faced, on their silken couches.
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How ‘broken' Soho House plans to get its glamour back
How ‘broken' Soho House plans to get its glamour back

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time10 hours ago

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How ‘broken' Soho House plans to get its glamour back

When Prince Harry and Meghan Markle first met on a blind date in 2016, they chose the discreet location of Dean Street Townhouse, an outpost of private members' club Soho House, for their clandestine rendezvous. The date highlighted the enticingly exclusive appeal of the club, a place where David Beckham, Kate Moss and Leonoardo DiCaprio rubbed shoulders with a host of other A-listers. Such was the buzz around the brand a decade ago that a former director once claimed it had repeatedly denied Kim Kardashian membership because its admittance was too selective. Yet over the past few years, Soho House's glamorous star has faded. Its rapid expansion – it now boasts a not-so-exclusive network of almost 50 locations – as well as a troubled stock market flotation and criticism of overcrowding, has led to claims the brand had lost its way. On Monday, Soho House made its most ambitious move yet to get its mojo back, striking a $1.8bn (£1.3bn) takeover deal led by one of the largest hotel operators in the US. The takeover is expected to breathe new life into the private members' club as it fights to restore exclusivity to its global brand, but success is not guaranteed – can Soho House become the playground of the rich and famous once again? Soho House was launched by restaurateur Nick Jones from a single townhouse on Soho's Greek Street in 1995, with the aim of providing an exclusive refuge for the great and the good of London's creative industries. In the intervening decades, the group jettisoned its more stringent membership requirements and ballooned in size. It now has around 268,000 members in 46 clubs around the globe. Wall Street woes Yet this expansion has come with growing pains as members began to complain of clubs becoming too full, leading to lacklustre service. Soho House briefly stopped accepting new members in London, New York and Los Angeles last year. Jones, who is married to BBC presenter Kirsty Young, said the group was focused on 'making sure our houses don't feel too busy '. It is not just members who have been critical of the company. Soho House has also had a troubled relationship with Wall Street since its listing in 2021 at a valuation of $2.8bn. The company's share price fell sharply during its life as a listed company, prompting Ron Burkle, its billionaire chairman, to complain that the market had undervalued the group and that it had 'all the costs of being a public company with few benefits'. Perhaps most damaging was Soho House's clash with New York-based short seller GlassHouse, which published a damning criticism of the company's 'broken business model and terrible accounting'. Bosses said the report included 'factual inaccuracies, analytical errors and false and misleading statements'. The company has also faced pressure from Third Point, the hedge fund run by activist Dan Loeb, to seek outside investors who would deliver a higher valuation for the business. Burkle appears to have taken heed of the activist's demands, and the chain will now resume life as a private company in a deal spearheaded by MCR Hotels, a sprawling group that operates 25,000 hotel rooms. The $9-per-share deal, which values Soho House at around $1.8bn, represents an 83pc premium compared to the company's stock price at the end of last year. However, it is well below the $14-per-share price tag Soho House was given at its New York stock market float. Other investors in the deal to take the company private include Apollo Global Management and Goldman Sachs, as well as a consortium led by actor Ashton Kutcher. Burkle will roll over his existing stake under the terms of the transactions, as will Jones, as well as restaurateur Richard Caring. Tyler Morse, MCR's chief executive, will become deputy chairman of Soho House, while Kutcher will also join the board. Under Andrew Carnie, who took over as chief executive from Jones in 2022, Soho House has been looking to refocus its efforts on quality. It has upgraded its food and drink offering, introducing new wellness facilities and refurbishing some of its sites. It has invested more in events and experiences such as its London festival and pop-up hospitality suites at Formula One races, while it has recently opened exclusive new outposts, including Soho Mews House and Soho Farmhouse Ibiza. Speaking to the Telegraph earlier this year, Carnie described the club's approach as 'global but local'. 'The goal is always that wherever you are in the world, you walk in and you feel Soho House', he said. 'Feel the environment that we've created, the energy, the members, the way we serve our drinks, the lighting and the music. 'We have a lot of brand principles, but we do want you to have a different aesthetic experience in these houses.' Soho House has also cashed in on its popular homeware brand, which it is increasingly championing within its members' clubs with showrooms. The company now sells more than 30,000 units of furniture a year, up from 1,800 in 2019. There are signs that the turnaround efforts are starting to pay off. Soho House recently posted its first run of consecutive quarterly profits following three decades in the red. In an update published earlier this month, the company said operating profit stood at just under $60m in the three months to July – up from $35m in the previous quarter – while revenues grew thanks to increased membership and higher in-house food and drink sales. The question now is how Soho House will harness its new lease of life away from the glare of the public markets. The next chapter Industry experts believe the step to go private will be beneficial for bosses. Ted Schama, the founder of advisory group One Voice Hospitality, says it will give the company the 'autonomy to pick and choose roadmaps for growth and – during that period – not be penalised for investment and not showing profit'. In MCR hotels, Soho House has a new owner who is unafraid to take on big projects. After buying the BT Tower for £275m last year, the US company has outlined plans to transform the Grade II-listed landmark into a hotel. The group also owns a string of signature sites, including the famous 1960s-themed TWA Hotel at JFK Airport, as well as the High Line Hotel and the Gramercy Park Hotel in New York. Schama says that, with Soho House, MCR is gaining a business that already has an estate of 'blended' sites. Soho House's membership clubs are often located alongside office space – Soho Works – and come with hotel rooms, restaurants and swimming pools. 'Blended offerings are where it's at,' he says. 'I think there is tremendous appeal in that regard on a global scale.' Meanwhile, private ownership will undoubtedly liberate Soho House bosses from the expensive and time-consuming requirements of life on the stock market. Members say they are hopeful this heralds the start of a return to form for the company. One person who has been a Soho House member for the past 20 years says they thought it 'never should have been listed', adding: 'Reporting quarterly earnings is not exactly cool.' Already, there have been signs that it is rekindling its reputation as the place to be seen. In June, Dua Lipa hosted an after-party at Soho House's White City club in West London following her sold-out Wembley shows. With around 111,000 people on a waiting list for membership, cultivating this exclusivity is likely to require a disciplined approach to growth. 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Major update in Prince Harry and Meghan Markle's quest to trademark their Archewell Foundation after five-year struggle
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time11 hours ago

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Major update in Prince Harry and Meghan Markle's quest to trademark their Archewell Foundation after five-year struggle

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Soho House bought in £2bn deal as Ashton Kutcher joins board
Soho House bought in £2bn deal as Ashton Kutcher joins board

BBC News

timea day ago

  • BBC News

Soho House bought in £2bn deal as Ashton Kutcher joins board

Private members' club chain Soho House has been snapped up for $2.7bn (£2bn) by a consortium involving Hollywood actor turned investor Ashton Kutcher. The group opened its first club in London in 1995, and now has 46 Soho Houses in Europe, North America and Asia, as well a string of other up-market hospitality businesses. It is widely regarded as being a popular haunt of A-list celebrities, and one of its London venues was reportedly where Prince Harry and Meghan Markle had their first date. But since it listed on the New York Stock Exchange in 2021 the value of its shares has dropped sharply, as it struggled to make a profit amid a sense that it had lost the exclusivity it once had. The agreed offer price of $9 a share is 18% higher than the price at close of trade on consortium is led by MCR Hotels, the third-biggest US hotel group, whose high profile properties include the TWA Hotel at JFK Airport in New York and the BT Tower in London. The deal to return Soho House to private ownership was done by private equity firm Apollo. Existing Soho House shareholders will hold onto their stakes in the company. They include founder Nick Jones, husband of the presenter Kirsty Young, as well as Ivy Collection restaurant chain boss Richard Kutcher will become a board member, as will the boss of MCR, Tyler Morse. Mr Morse said everyone at MCR was "excited to be part of the Soho House journey". "We have long admired Soho House for bringing together cultures from around the world into a global network of 46 houses, and we look forward to the continued growth of that fabric, starting with four new houses opening soon." The first Soho House, opened by Mr Jones, was in London's Greek Street above his restaurant, Cafe bills itself as a members' club for "like-minded creative thinkers to meet, relax, have fun and grow".Members are reported to include Kate Moss, Kendall Jenner and Ellie Goulding, as well as the Duke and Duchess of Sussex. Its venues include Shoreditch House, Soho Farmhouse, Soho House Bangkok and Miami Poolhouse. In addition to the Soho House clubs, the group's other businesses include eight Soho Works office buildings, and Scorpios Beach Clubs in Mykonos and this expansion had resulted in accusations that Soho House was no longer as exclusive as members would expect given its membership fee, which runs into several thousand pounds. Susannah Streeter, head of money and markets at Hargreaves Lansdown, said that while Soho House "can now boast a Hollywood star as a director", the chain would need "a bit more than celebrity stardust to cement its long-term future"."MCR Hotels, Ashton Kutcher and the other investors will have their work cut out to put Soho House back onto a more stable footing given concerns about the viability of its business model," she said. "Its rapid expansion in recent years has sparked concerns that its 'exclusive' label was wearing thin."She said it was a "challenging time" for the restaurant business, with "aspirational shoppers tightening their stylish belts". Soho House chief executive Andrew Carnie said the return to private ownership "reflects the strong confidence our existing and incoming shareholders have in the future of Soho House". Since the company floated on the New York Stock Exchange he said the company had focused on "building a stronger, more resilient business"."I'm incredibly proud of what our teams have accomplished and am excited about our future, as we continue to be guided by our members and grounded in the spirit that makes Soho House so special."

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