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Get your back scratched and hair brushed at this cozy ASMR massage studio in L.A.

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Get your back scratched and hair brushed at this cozy ASMR massage studio in L.A.

I’ve never felt weird about paying strangers to touch me. Massages, facials, martial arts — it’s all just bodywork to me. That is, until I booked my first professional back scratch with Julie Luther, the founder of Soft Touch ASMR Spa in Pasadena.

Something about being touched softly made me nervous. In part, because that’s the kind of physical interaction you expect from your closest companions. I have childhood memories of loved ones tracing patterns on my skin and playing with my hair. Between meetings and mindless scrolling, that kind of touch feels increasingly scarce, almost indulgent, as we grow up in the modern world.

Luther understands this tension well. She’s built a business around re-creating those cozy childhood moments that many find both deeply soothing and surprisingly rare in adult life. Her treatments bring ASMR, short for autonomous sensory meridian response, into the physical world through intentionally gentle touch: back scratches with metal finger extensions, face tracing with feather-tipped wands, and subtle, soothing sounds that come from these careful movements across skin and through hair.

Masseuse Julie Luther at work in Pasadena. She was drawn to ASMR-like rituals while working in New York’s cutthroat fashion industry.

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Back in 2007, Luther was stressed out in New York’s cutthroat fashion industry, running on four hours of sleep between a full-time job and internship after graduating college — she found herself craving those same soothing rituals that her mother and grandmother used to help her fall asleep as a child: playing with her hair and scratching her back.

“Nothing has been as relaxing,” she said.

Luther returned to her fashion industry grind. But as she watched ASMR’s popularity grow, she saw potential for the kind of content she’d always wanted to see. When the pandemic hit in 2020, she finally had the time to act, launching Friends with ASMR. She grabbed some friends from her quarantine pod and started filming the gentle back-scratching and hair-brushing videos she always wanted to watch.

Eventually viewers started clamoring for in-person sessions, Luther, whose YouTube channel now has more than 72,000 subscribers, realized she’d scratched her way into an unexpected business opportunity.

Julie Luther gives writer Jackie snow a head massage.

“Research suggests that the brains of people experiencing ASMR see spikes in neural activity in the regions of the brain associated with emotion, reward, empathy and social cognition,” says Dr. Elizabeth Ko, medical director of the UCLA Health Integrative Medicine Collaborative.

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The tingling sensation that gives ASMR its reputation — a pleasant, cascading feeling that flows from head to shoulders — only affects about 20% of people, according to Dr. Elizabeth Ko, medical director of the UCLA Health Integrative Medicine Collaborative. But that hasn’t stopped researchers from investigating what happens in the brain during these experiences.

“Research suggests that the brains of people experiencing ASMR see spikes in neural activity in the regions of the brain associated with emotion, reward, empathy and social cognition,” Ko said.

Scientific interest in the practice has grown substantially, with studies suggesting ASMR activities may offer temporary relief for depression and chronic pain in some individuals, according to Ko. When combined with gentle touch like back scratches or hair braiding, Ko said ASMR practices may provide additional benefits through the release of oxytocin, a hormone associated with relaxation and social bonding.

Though researchers are still exploring whether non-ASMR-sensitive individuals can benefit from these practices, Ko notes that “whether ASMR is a physiological oddity or may be a potential therapeutic tool remains to be seen.”

Julie Luther in her Pasadena massage studio.

Julie Luther in her Pasadena massage studio.

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Luther sees this play out in her practice, where she says clients broadly fall into two camps. Most come seeking to re-create comforting childhood experiences of having their hair played with or backs scratched by family members. Some turn to her because they typically find traditional massages painful — something Luther relates to from personal experience. But she also sees clients who have never experienced nurturing touch, including some who are working to rebuild their relationship with physical contact after traumatic experiences.

“They’re trying to relearn what safe touch or nurturing touch is,” Luther said.

Luther’s practice is exclusively for women and nonbinary clients, a boundary she set after a male client ignored her consent forms and asked her to tickle his feet during a session. She has enough clients that it hasn’t hurt business.

Luther works from a serene room she rents from an acupuncturist in downtown Pasadena, with views of the nearby mountains. Luther offers three tiers of service, each named for different amounts of familial comfort: The Best Friend ($75 for 20 minutes), The Sister ($150 for 50 minutes), and The Grandma ($210 for 80 minutes of “Grandma level spoiling”).

I opted for The Best Friend, partly out of journalistic efficiency but mostly from a touch of nerves. All packages include the same elements: back scratching, tracing patterns on arms and face, hair brushing and finger combing, just in different durations. The shorter session felt like a safe way to dip my toe in these nurturing waters.

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I stripped down to my underwear and got on a massage table and under the blanket, face down. Luther came in and spoke in a whisper to help set my intention for the session, which was just to relax.

A woman scratching another woman's back with long nails.

Luther offers three tiers of service, each named for different amounts of familial comfort: The Best Friend ($75 for 20 minutes), The Sister ($150 for 50 minutes), and The Grandma ($210 for 80 minutes of “Grandma level spoiling”).

A table of tools that ASMR masseuse and content creator Julie Luther uses during her sessions.

A table of tools that ASMR masseuse and content creator Julie Luther uses during her sessions.

While her YouTube channel features this kind of ASMR whispering throughout most videos, her in-person sessions are different. After the initial whispered guidance, she usually stays silent to let clients focus on their physical sensations. She started with my back using just her regular nails, which was still enough for my muscles to leap under her touch, slightly tickled, almost surprised at the sensation.

Next, Luther’s most popular tools came out: metal rings with pointy tips that extend her fingers into claws. Though my back initially kept tensing at the sharper touch, it soon relaxed into the sensation, as if my body were recalling those childhood back scratches. Next came hair brushing, the spikes of the brush echoing the earlier scratching.

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I found myself wondering why I no longer maintain a ritual around brushing my hair. When I do it, it feels like a chore that I rush through, but when Luther did it, it felt like an easy moment of self-care. Finally, she had me flip over for face tracing, which she performed with feathers attached to delicate wands.

Unlike other bodywork treatments I get, there was no so-called “work” involved. No pore extractions or deep tissue pressure that left me breathing through pain. This was just nice, in the purest sense of the word. Pure pleasure, like eating ice cream or sinking into a warm bath. It scratched an itch I didn’t even know I had (pun intended).

When Luther whispered that we were done, I realized my choice of a 20 minute session was a mistake. I was zenned out on that childhood feeling of being cared for, not yet ready to surface and drive myself home.

Julie Luther uses a variety of props to perform her light-touch massages.

Julie Luther uses a variety of props to perform her light-touch massages. Her most popular are metal rings with pointy tips that extend her fingers into claws.

Speaking to Luther afterward, she laughed knowingly when I admitted my initial hesitancy. The 20-minute session, it turns out, was designed precisely for nervous first-timers like me. More often than not, clients come back for longer the next time or even end up asking to extend their time right from the table.

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“A lot of times they’re like, ‘Do you have room to extend the session?’ ” Luther said. “Sometimes I do.”

Next time, I’ll book the Grandma and get 80 minutes worth of niceness. For all the physical improvements that come with a good facial or a massage, sometimes touch for the sake of touch is enough. Our bodies don’t always need work to feel better, they just want to be reminded what it feels like to be cared for.

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Video: Prada Peels Back the Layers at Milan Fashion Week

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Video: Prada Peels Back the Layers at Milan Fashion Week

new video loaded: Prada Peels Back the Layers at Milan Fashion Week

At Milan Fashion Week, Prada showcased a collection built on layering. For the models, it was like shedding a skin each of the four times they strutted down the runway, revealing a new look with each cycle.

By Chevaz Clarke and Daniel Fetherston

February 27, 2026

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Bill Cosby Rape Accuser Donna Motsinger Says He Won’t Testify At Trial

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Bill Cosby Rape Accuser Donna Motsinger Says He Won’t Testify At Trial

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Baz Luhrmann will make you fall in love with Elvis Presley

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Baz Luhrmann will make you fall in love with Elvis Presley

Elvis Presley in Las Vegas in Aug. 1970.

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“You are my favorite customer,” Baz Luhrmann tells me on a recent Zoom call from the sunny Chateau Marmont in Hollywood. The director is on a worldwide blitz to promote his new film, EPiC: Elvis Presley in Concert — which opens wide this week — and he says this, not to flatter me, but because I’ve just called his film a miracle.

See, I’ve never cared a lick about Elvis Presley, who would have turned 91 in January, had he not died in 1977 at the age of 42. Never had an inkling to listen to his music, never seen any of his films, never been interested in researching his life or work. For this millennial, Presley was a fossilized, mummified relic from prehistory — like a woolly mammoth stuck in the La Brea Tar Pits — and I was mostly indifferent about seeing 1970s concert footage when I sat down for an early IMAX screening of EPiC.

By the end of its rollicking, exhilarating 90 minutes, I turned to my wife and said, “I think I’m in love with Elvis Presley.”

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“I’m not trying to sell Elvis,” Luhrmann clarifies. “But I do think that the most gratifying thing is when someone like you has the experience you’ve had.”

Elvis made much more of an imprint on a young Luhrmann; he watched the King’s movies while growing up in New South Wales, Australia in the 1960s, and he stepped to 1972’s “Burning Love” as a young ballroom dancer. But then, like so many others, he left Elvis behind. As a teenager, “I was more Bowie and, you know, new wave and Elton and all those kinds of musical icons,” he says. “I became a big opera buff.”

Luhrmann only returned to the King when he decided to make a movie that would take a sweeping look at America in the 1950s, ’60s, and ’70s — which became his 2022 dramatized feature, Elvis, starring Austin Butler. That film, told in the bedazzled, kaleidoscopic style that Luhrmann is famous for, cast Presley as a tragic figure; it was framed and narrated by Presley’s notorious manager, Colonel Tom Parker, portrayed by a conniving and heavily made-up Tom Hanks. The dark clouds of business exploitation, the perils of fame, and an early demise hang over the singer’s heady rise and fall.

It was a divisive movie. Some praised Butler’s transformative performance and the director’s ravishing style; others experienced it as a nauseating 2.5-hour trailer. Reviewing it for Fresh Air, Justin Chang said that “Luhrmann’s flair for spectacle tends to overwhelm his basic story sense,” and found the framing device around Col. Parker (and Hanks’ “uncharacteristically grating” acting) to be a fatal flaw.

Personally, I thought it was the greatest thing Luhrmann had ever made, a perfect match between subject and filmmaker. It reminded me of Oliver Stone’s breathless, Shakespearean tragedy about Richard Nixon (1995’s Nixon), itself an underrated masterpiece. Yet somehow, even for me, it failed to light a fire of interest in Presley himself — and by design, I now realize after seeing EPiC, it omitted at least one major aspect of Elvis’ appeal: the man was charmingly, endearingly funny.

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As seen in Luhrmann’s new documentary, on stage, in the midst of a serious song, Elvis will pull a face, or ad lib a line about his suit being too tight to get on his knees, or sing for a while with a bra (which has been flung from the audience) draped over his head. He’s constantly laughing and ribbing and keeping his musicians, and himself, entertained. If Elvis was a tragedy, EPiC is a romantic comedy — and Presley’s seduction of us, the audience, is utterly irresistible.

Unearthing old concert footage 

It was in the process of making Elvis that Luhrmann discovered dozens of long-rumored concert footage tapes in a Kansas salt mine, where Warner Bros. stores some of their film archives. Working with Peter Jackson’s team at the post-production facility Park Road Post, who did the miraculous restoration of Beatles rehearsal footage for Jackson’s 2021 Disney+ series, Get Back, they burnished 50-plus hours of 55-year-old celluloid into an eye-popping sheen with enough visual fidelity to fill an IMAX screen. In doing so, they resurrected a woolly mammoth. The film — which is a creative amalgamation of takes from rehearsals and concerts that span from 1970 to 1972 — places the viewer so close to the action that we can viscerally feel the thumping of the bass and almost sense that we’ll get flecked with the sweat dripping off Presley’s face.

This footage was originally shot for the 1970 concert film Elvis: That’s The Way It Is, and its 1972 sequel, Elvis on Tour, which explains why these concerts were shot like a Hollywood feature: wide shots on anamorphic 35mm and with giant, ultra-bright Klieg lights — which, Luhrmann explains, “are really disturbing. So [Elvis] was very apologetic to the audience, because the audience felt a bit more self conscious than they would have been at a normal show. They were actually making a movie, they weren’t just shooting a concert.”

Luhrmann chose to leave in many shots where camera operators can be seen running around with their 16mm cameras for close-ups, “like they’re in the Vietnam War trying to get the best angles,” because we live in an era where we’re used to seeing cameras everywhere and Luhrmann felt none of the original directors’ concern about breaking the illusion. Those extreme close-ups, which were achieved by operators doing math and manually pulling focus, allow us to see even the pores on Presley’s skin — now projected onto a screen the size of two buildings.

The sweat that comes out of those pores is practically a character in the film. Luhrmann marvels at how much Presley gave in every single rehearsal and every single concert performance. Beyond the fact that “he must have superhuman strength,” Luhrmann says, “He becomes the music. He doesn’t mark stuff. He just becomes the music, and then no one knows what he’s going to do. The band do not know what he’s going to do, so they have to keep their eyes on him all the time. They don’t know how many rounds he’s going to do in ‘Suspicious Minds.’ You know, he conducts them with his entire being — and that’s what makes him unique.”

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Elvis Presley in Las Vegas in Aug. 1970.

Elvis Presley in Las Vegas in Aug. 1970.

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It’s not the only thing. The revivified concerts in EPiC are a potent argument that Elvis wasn’t just a superior live performer to the Beatles (who supplanted him as the kings of pop culture in the 1960s), but possibly the greatest live performer of all time. His sensual, magmatic charisma on stage, the way he conducts the large band and choir, the control he has over that godlike gospel voice, and the sorcerer’s power he has to hold an entire audience in the palm of his hands (and often to kiss many of its women on the lips) all come across with stunning, electrifying urgency.

Shaking off the rust and building a “dreamscape” 

The fact that, on top of it all, he is effortlessly funny and goofy is, in Luhrmann’s mind, essential to the magic of Elvis. While researching for Elvis, he came to appreciate how insecure Presley was as a kid — growing up as the only white boy in a poor Black neighborhood, and seeing his father thrown into jail for passing a bad check. “Inside, he felt very less-than,” says Luhrmann, “but he grows up into a physical Greek god. I mean, we’ve forgotten how beautiful he was. You see it in the movie; he is a beautiful looking human being. And then he moves. And he doesn’t learn dance steps — he just manifests that movement. And then he’s got the voice of Orpheus, and he can take a song like ‘Bridge Over Troubled Water’ and make it into a gospel power ballad.

“So he’s like a spiritual being. And I think he’s imposing. So the goofiness, the humor is about disarming people, making them get past the image — like he says — and see the man. That’s my own theory.”

Elvis has often been second-classed in the annals of American music because he didn’t write his own songs, but Luhrmann insists that interpretation is its own invaluable art form. “Orpheus interpreted the music as well,” the director says.

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In this way — as in their shared maximalist, cape-and-rhinestones style — Luhrmann and Elvis are a match made in Graceland. Whether he’s remixing Shakespeare as a ’90s punk music video in Romeo + Juliet or adding hip-hop beats to The Great Gatsby, Luhrmann is an artist who loves to take what was vibrantly, shockingly new in another century and make it so again.

Elvis Presley in Las Vegas in Aug. 1970.

Elvis Presley in Las Vegas in Aug. 1970.

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Luhrmann says he likes to take classic work and “shake off the rust and go, Well, when it was written, it wasn’t classical. When it was created, it was pop, it was modern, it was in the moment. That’s what I try and do.”

To that end, he conceived EPiC as “an imagined concert,” liberally building sequences from various nights, sometimes inserting rehearsal takes into a stage performance (ecstatically so in the song “Polk Salad Annie”), and adding new musical layers to some of the songs. Working with his music producer, Jamieson Shaw, he backed the King’s vocals on “Oh Happy Day” with a new recording of a Black gospel choir in Nashville. “So that’s an imaginative leap,” says Luhrmann. “It’s kind of a dreamscape.”

On some tracks, like “Burning Love,” new string arrangements give the live performances extra verve and cinematic depth. Luhrmann and his music team also radically remixed multiple Elvis songs into a new number, “A Change of Reality,” which has the King repeatedly asking “Do you miss me?” over a buzzing bass line and a syncopated beat.

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I didn’t miss Elvis before I saw EPiC — but after seeing the film twice now, I truly do.

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