How social media is transforming the fashion industry
When Brooklyn Beckham revealed on his Instagram feed that he would be photographing Burberry's latest fragrance ad campaign, the outrage was palpable.
Commentators rushed to criticise the fashion house's choice of the 16-year-old son of David and Victoria Beckham for the shoot, instead of an established industry professional.
"Insulting to every artist out there"; "completely disrespectful to the artist community"; and "so tired of these celebrities buying their kids into everything" were some of the printable reactions.
But Burberry boss Christopher Bailey suggested it might have been Brooklyn's 5.9 million Instagram followers, rather than his parents, that got him the gig.
"Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work," he said.
And this is the new reality: the choice of Brooklyn as photographer was less about how well-connected famous people can get their kids into competitive professions than a reflection of just how much social media has shaken up the fashion industry.