In pursuit of a Labubu-free internet

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A Letter From the Editor

One of the most beautiful things about Shelf is it’s incredible way of bringing people together—and our second issue, Back to Feeling, is a celebration of that and more…

When deciding what to focus on for our second zine, I was particularly fixated on the idea of being nonchalant. It seemed to me like most strangers I encountered in New York and online operated under the premise that it’s somehow cooler to act uninterested, uncaring, and apathetic. I think we’ve all been there–when you dial back your thoughts, your opinion—yourself—because you think it might make you more likable, professional or attractive.

This issue of ShelfMAG subverts nonchalance and invites a discussion on what it means to actually feel in our current internet landscape. Who are the people in our communities creating real space for a celebration of niches, passions, and things you actually care about? What do they have to say about this “culture of cringe”?

Shelf encourages you to lean into the stuff you love, the stuff that makes you who you are, and the world you inhabit. Life is way too short to be nonchalant. Care, and do it loudly. 

Xx,
Zainab Jaffa Editor-in-chief, ShelfMag

Who’s featured?…

The Next Chapter: Claire Parker and Ashley Hamilton Just Want to Talk About What They Love

Claire Parker and Ashley Hamilton, better known to their devoted listeners as Celebrity Memoir Book Club, are entering a new chapter. They launched their podcast in 2020—a place to “discuss celebrity gossip without having to dig through a celebrity’s dirty laundry”—and have since acquired a worldwide, dedicated audience. Now, Ashley and Claire are expanding their universe with Good Noticings Podcast, a platform that lets them step outside the memoir world to explore pop culture “beyond the biggest headlines, with thoughtful analysis, weekly recommendations, and a steady flow of banter.” For the duo, it’s about giving their fans more of what they love: sharp humor, cultural commentary, and a peek inside the obsessions shaping their lives.

Anayka She Wants to Be Seen Trying

Recently named one of Rolling Stone’s top 25 most influential creators of 2025, Anayka
She has built her brand as a lifestyle creator with a witty sense of humor and a
refreshingly down-to-earth personality. But as of last year, she’s added a new skill
to her repertoire: R&B singer. Anayka has been documenting her evolution into
“one of your favorite R&B singers” online—and in doing so, she’s cultivated not just
fans of her music, but a community deeply invested in her success. What makes
Anayka magnetic is the same quality that drives her music: a refusal to play it too
cool, and instead, a determination to be seen, heard, and felt.

Serena Rubin Is Searching for the “Good Internet”

A multidisciplinary visual artist from south Florida, Serena Rubin is quite literally living in culture. Beginning as a freelance illustrator, Serena’s professional journey in New York evolved into a role as Creative Director at Defient, a Web3 entertainment incubator. From there, Serena honed her superpower, concepting and creating content for “cool(ish) brands, and making them cooler”, as the Associate Creative Director and Culture Analyst at the social media agency OK COOL. While her interests may range from slasher films and psychoanalyzing TV to writing and ASMR, Serena is committed to finding the “good internet”—searching and pushing for “concepts and content and content that feels original, witty, fresh, and truly intriguing”.

and many more…