Why do toxic characters become irresistible in fiction, and what happens when the same fascination follows us into real life? From Edward Cullen and Villanelle to Ted Bundy, Wade Wilson and Pamela Rogers Turner, this essay looks at beauty, charisma and the stories we build around dangerous people.

Sydney Sweeney’s Novig campaign has sparked backlash from female athletes, but the bigger question is what happens when controversy itself becomes the marketing strategy. If outrage drives reach, shares and headlines, are we criticising the advert — or helping to distribute it?