We are an interdisciplinary platform living in the overlap between academia, journalism and blogging: presenting rich ideas and thorough methodology about the things around us. At a time when credibility is idolised and vilified, we’re more interested in giving a voice to people whose point of view is interesting and well-researched, rather than supported by experience and testimony. In other words – nothing is too trivial nor anyone too new.

Our name is inspired by “fragrant phantom” Zelda Fitzgerald née Sayre – author, flapper and wife of American novelist F Scott Fitzgerald. Her legacy has been dominated by her turbulent marriage with Scott, wild-child reputation and untimely demise. We’re taking inspiration from what Zelda represents to us: a woman who wrote passionately with grand poetic metaphors, whose imperfect fit in our ideals causes the friction that should be at the heart of intellectual thinking.