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Incognito mode: how dressing under the radar became the ultimate humblebrag

When it comes to getting dressed, A-listers like Kylie Jenner and Naomi Campbell are masters of disguise – but in the digital age, is this now a look for everyone?

For everyone else, there has long been something electrifying – and culturally inspiring – about the thought of brushing shoulders with someone with the kind of notoriety, respect, wealth, creative talent and/or bone structure that most of us can only dream of, be it an off-duty writer or a reality star. It is the stuff of Hollywood magic – in Roman Holiday a princess, played by Audrey Hepburn, escapes from her gilded palace-prison with requisite tiaras and falls in love with a news reporter in the shape of Gregory Peck. At Copenhagen fashion week earlier this month, attendees who had at least the superficial trappings of people keen to be photographed wore T-shirts that read “I’m not a fucking influencer”.

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