Dutch model Beauïse Genç is styled by Aurelia Donaldson in ‘Crème de la Crème’ a story of light-hearted, fashion opulence with Victor & Rolf on the cover. David Roemer [IG] photographs a bit of stylishish joy in LUXX [IG] November 2025, by The Times of London; Kate Reardon Editor-in-Chief./ Hair by Olivier Lebrun; makeup by Tiina Roivainen

Is Smiling Contagious?

AOC often references the positive effects of smiling on one’s own wellbeing, but what about the people around us? ‘Is smiling contagious?’

Research confirms that smiling is contagious and often spreads through a process called emotional contagion, where seeing a smile triggers the brain's mirror neurons to produce a smile in response. This can create a positive feedback loop, as the person on the receiving end also feels a boost in their mood due to the release of feel-good chemicals like endorphins.

Our Default Setting Is To Return a Smile

The reponse of our brains to a genuine smile from another person is so committed to reciprocating that our facial muscles are involuntarily are set to smile, no matter what our mood is in the moment. You may think the woman rushing towards you looks absolutely hideous in that outfit, but her smile will melt your cruel-fashionista heart judging her.

If your mouth twists into disdain, refusing to respond in the way nature designed you to respond to a person smiling at you, her smile may become even more vibrant — even though she may actually feel pity for you in that moment. Smiles are free, after all.

Smiles Deliver Big Dividends for the Human Community

Bottom line, smiling is so infectious that the effect of a smile has impact beyond a one-on-one interaction. Current research estimates that your smile creates a smile-positivity energy loop in which three other people in proximity to you will also be impacted with their own sudden smiles, beyond the person actually receiving your smile.

We close by confirming that this research comes from brain scans and on-camera research observations of people in shared spaces. This has me thinking about luxury brands with smiling people in their ads and social media. Ralph Lauren comes to mind. This concept may become an AOC 2026 research project.~ Anne

PS: Beauïse Genç has several smirks going on, just subtle smiles.