Anyone who has attended a fashion show over the past few years will have noticed the sea of phones that emerge as models hit the catwalk in a bid to capture a great Instagram picture.
While the Instagrammers do a lot to promote a brand's show, it does mean that the focus is about taking a picture that isn't blurry, rather than the actual clothes, and that those sitting towards the back can't see a thing for all the iPhones being held in the air.
Tommy Hilfiger is the first to address this issue, introducing an Instapit at its forthcoming catwalk show - a dedicated space for the Instagrammers to take pictures with gay abandon.
"Instagram is an amazing partner to the world of fashion, and for autumn/winter 2016 we'll leverage the platform's incredible popularity and influence in the industry with the first ever 'InstaPit' at New York Fashion Week," said Hilfiger.
It's a seemingly smart move for the brand, and will hopefully keep all parties happy - those in need of the perfect Insta pic and the editors and stylists who need to see the clothes. This could catch on.
