Betabrand, the brand that previously designed jeans aimed at protecting your valuables, has presented their latest project: the Anti-Paparazzi Collection. The idea came from DJ Chris Holmes who opens for Paul McCartney on his tours: “After wearing reflective clothing to several performances, I noticed that photos from the shows always looked odd because the flash that bounced off my clothing would wash out the rest of the photo. While I wasn’t thrilled that many of these photos were ruined because of my clothing, it gave me the epiphany that perhaps I could use this technology for a greater purpose. That’s what lead me to create the Anti-Paparazzi Collection, which uses reflective threads to render paparazzi-shot photos worthless — perfect for those who don’t want their picture taken.”

All of the pieces in the collection – thinks scarves, hoodies and a blazer -works by utilising material that reflects the camera’s flash, resulting in blurry, hopefully unusable images that completely hide the wearer’s face.