And she’s done it all, apparently, without much caring for the experience. Since her first book came out in 2017, Rooney has gone from much-admired young writer to Instagram status symbol to metaphor for everything that is ailing white middle-class millennials. Early galleys of Beautiful World, Where Are You sold for hundreds of dollars online, and even the promotional tote bag her publisher put together can fetch about $80 on the resale market. There are other literary novelists who have bestselling books and hit TV show adaptations of their work, but only Sally Rooney has a hypebeast bucket hat and a pop-up shop. Sally Rooney has become that rarest of creatures among literary novelists: a brand name. Early on in Sally Rooney’s fraught and lovely new novel Beautiful World, Where Are You, it becomes clear that one of the big problems Rooney is struggling with on the page is herself.
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