Nothing garners more Instagram likes than a row of candy-hued houses, with influencers travelling from far and wide to capture the perfect shot of Paris’ Rue Crémieux.
But with relentless hoards of millennials now posing on the cobbled street every day, residents are staging a protest.
A quick search for the hashtag #RueCremieux brings up more than 31,000 images with social media users standing outside doors for ‘candid’ photographs. Some even go so far as to match their outfits to the pastel backdrop.
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Unsurprisingly, residents are growing tired of having their home used as an Instagram backdrop, and are demanding that Paris closes the street to visitors on evenings, weekends and during ‘magic hour’ (the time just after sunrise or before sunset, when the light appears more golden) – peak time for influencers.
One local, Antoine, detailed how living on a gram-worthy street has affected daily life in an interview with radio station France Info.
“We sit down to eat and just outside we have people taking photos – rappers who take two hours to film a video right beneath the window or bachelorette parties who scream for an hour, he said, per CityLab. “Frankly, it’s exhausting.”
Another resident clapped back by launching an Instagram account with the tagline, ‘sh** people do on Rue Crémieux’.
The account teases bloggers who frequent the street, with photographs depicting people shooting everything from wedding portraits to doorway yoga poses.
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But what a number of influencers don’t know, is that the old-school charm of Rue Crémieux is actually a fairly new phenomenon.
Back in 1996, a handful of residents began to paint their homes in saccharine hues – a refreshing contrast to Paris’ largely neutral facades.
But that’s not enough to stop iPhone-bearing millennials from making a beeline for the street, as nothing says city break more than a heavily-filtered ‘#takemeback’ post-holiday snap.
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This article originally appeared in Harper’s BAZAAR UK.