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No article on would be responsible without addressing the elephant in the room. In late 2024, a hyper-realistic deepfake video of Jess West endorsing a sketchy crypto scheme went viral. For 72 hours, her reputation teetered. A major career shift observed in 2025 was
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Her 2025 content strategy centers on "romanticizing" everyday life, featuring cozy home vibes, self-care routines, and motherhood. She frequently features her son, Jesse, who has begun vlogging alongside her.