MILAN: A cry goes up the from crowd, a sea of craning necks and suddenly hundreds of cellphones go up in the air clicking photos.

An influencer has just arrived at a fashion show.

This is the scene that has played out day after day at Milan Fashion Week, where live shows began Wednesday, all accompanied by crowds of fashion hopefuls, fans and photographers hoping to capture a perfect Instagram shot of their favourite influencer.

At Versace on Friday night, hundreds of fans crushed against a barrier to catch a glimpse of someone -- anyone -- photo-worthy to later post on social media. Every few minutes, dozens of fans would dash to another area of the barricade at the sound of a vehicle.Outside Prada, Gucci, Moschino, Max Mara and more, the sidewalk is the new catwalk for fashion wannabes, the Instagram stars they worship and photographers from all across the globe -- mostly freelancers or amateurs -- who capture it all.

But who are these people, this reporter asked, as the umpteenth preening starlet flipped her hair, pursed her lips and jutted out a hip for anyone who pulled out a camera.

“They’re all Instagram fashionistas,” explained London photographer Ash Mahmood, 26, outside Max Mara. “They’re nobody turned into somebody. That’s how it works.” Milan Fashion Week wraps up Monday.

Published in Dawn, February 27th, 2022