Posted on October 31, 2021 in
Celebrated poet and BONE and THE TERRIBLE author Yrsa Daley-Ward sat down with Refinery29’s Unbothered to speak about writing her latest book, THE HOW. “This year shone a light on so many things that we do on autopilot just to appease the people or be part of a group,” she says. “You then realize you do it so often you forget that you don't want to do it. It just becomes part of a weekly or monthly thing or whatever, down to personal relationships, friends that you have had for a long time, but when you really reassess and you think about it, it doesn't bring you joy.” Daley-Ward will also be collaborating with global florists—Urban Stems in the US and McQueens in the UK—to promote THE HOW alongside featured bouquets in coordinated online and social media campaigns. In the US, she will be doing an Instagram story takeover on Urban Stems’s account on October 27, and she will do a coordinated giveaway with Penguin and Urban Stems on November 4 to celebrate the book’s launch. In the UK, McQueens is working with Yrsa to create her own floral arrangement for their bouquet of the month, designed in collaboration with the talented Hamish Powell. McQueens will also feature the UK edition of the book online and in stores alongside the bouquet, complete with bookplates signed by Yrsa. Around publication time, McQueens will promote the collaboration heavily on its socials and create an article for their journal, as well as sending dried flower bundles along with copies of THE HOW in their influencer mailout. Penguin Books will publish THE HOW on November 2, 2021.
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