When you talk to a Muse, you'll get a sense of the items they're interested in and the outfits they want to try. Keep making Lookits that suit their tastes, and you'll slowly but surely become good friends.
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Look out for special events
When you make Lookits, you'll earn hearts that show how close you are with a Character Muse. As the level increases, an "!" icon will appear over that Muse. Talk to them to raise your Affinity or receive items and special poses.