A diverse ‘paparazzi-proof’ scarf could be a game-changer for superstars who favour to shy away from publicity.
The ISHU scarf is the invention of Dutch-born fashion entrepreneur Saif Siddiqui and is intended to ‘give people their right to privacy back’.
A horde of celebrities together with Cameron Diaz, singer Joe Jonas, Bayern Munich footballer Jerome Boateng and music producer Major Lazer have worn the ISHU after it was found at London Fashion Week in 2015.
It works by reflecting the flash back into a camera, effectively becoming an ‘invisibility cloak’ for stars who don’t want their picture taken.
Any individual wearing the scarf is shielded from portable glimmer photography, with the fashion embellishment's fabric adequately shutting out any undesirable pictures, in spite of the fact that it doesn't prevent no-flash photos from being taken.
The 28-year-old Siddiqui was inspired while visiting family in Amsterdam in 2009 when his friends attempted to take a photo of him using an iPhone in front of some bikes.
“He noticed that the bike’s reflector manipulated the flash of his mobile camera in a way that obscured the faces of his friends in the picture,” explains the ISHU website
“He immediately realised that if developed into the right product, this feature would be an ideal solution for his friends and [is] now available to the public who want to keep their private moments in public private.
“Saif put together a team of experts who dug into the science of light and reflection, and how to blend technology with fashion.”
He told Decoded Magazine: “The ISHU scarf effectively allows an individual to control what pictures and videos are taken of them.
“There are no more unwanted pictures and videos on Snapchat, Instagram, or Facebook! Everyone carries a phone with them nowadays that has an amazing camera. So, it all made sense to me.”
More ISHU goods are set to take off in August, with mobile phone cases set to launch in the next month or so.
The cost: £289