Sally Rooney, candle-making icon (Simone Padovani/Awakening/Getty Images)

Next week, fans of Irish literary sensation Sally Rooney can enjoy a visit to the Sally Rooney pop-up shop in Shoreditch. The shop — a venture to mark the publication of her third novel, Beautiful World, Where Are You? — will stock Rooney’s books alongside a curated selection of her personal recommendations, as well as hosting “workshops, book clubs and daily giveaways, including a calligraphy and candle-making class”.
Only open for three days, it is the ultimate immersion in Brand Rooney, a retail experience squarely targeting the millennial women who make up the majority of her audience. We (there is no point in pretending I’m not a Rooney fan, even if at 40 to her 30, I’m pushing the demographic) don’t just want to consume: we want to experience our values at the point of sale, whether we’re buying cosmetics or clothes or the latest book by the author who’s been labelled the “voice of her generation” for her mix of acutely observed realism and startlingly intense sex.
For your average midlist author — the kind of writer whose publicity campaigns tend to involve schlepping out to provincial arts festivals and hoping cheap red wine will take the edge off audience indifference — all this fuss over Rooney must spark a certain resentment. And one author in particular must resent it more than anyone. Rooney is, famously, a Marxist. She also despises the celebrity that has come with her success. Yet here she is, fronting up a lifestyle outlet as though she were a Love Island influencer.
It’s a strangely tortured position, and one that seems to preoccupy her, to the increasing detriment of her fiction. Beautiful World, Where Are You? is the story of two friends from Dublin: a successful novelist called Alice and an editor on a publicly funded literary magazine called Eileen, both approaching thirty. They fall in love with men, have enjoyably dirty sex which is described in enjoyably dirty detail, struggle to believe that they are worthy of love and write each other long emails about the decline of civilisation and (in Alice’s case) the horrors of having a public profile.
As in her first two novels, Rooney shows an unnerving ability to compact the world into a few shrewd observations. Take this description of the few months when everyone in Eileen’s social circle, including Alice, seemed to be moving out of town:
“It was April and several of Eileen’s friends had recently left or were in the process of leaving Dublin. She attended the leaving parties, wearing her dark-green dress with the buttons, or her yellow dress with the matching belt. In living rooms with low ceilings and paper lampshades, people talked to her about the property market.”
In fewer than 50 words, Rooney sketches a socioeconomic thesis. Those rooms with their provisional furnishings, designed to be lived in only until they could be fled; Eileen with her sparse wardrobe, feeling adulthood escape her as her friends move on.
But the detail is also an act of deep affection. In chapter 17 of Adam Bede, George Eliot broke off from the story to deliver a short essay on the ethics of realism. Beauty, she wrote, is a fine thing, but should be sought in places besides pure aesthetics. The work of the novelist, in Eliot’s view, was “to give the loving pains of a life to the faithful representing of commonplace things”. The buttons, the belt, the lampshade — these are Rooney’s “commonplace things”, and she records them because she cares for them and for the people they belong to.
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