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Models take selfie with mobile phones during the parade at the end of the Dolce & Gabbana Spring/Summer 2016 collection during Milan Fashion Week in Italy, on Sept. 27, 2015.
Alessandroi Garofalo—Reuters

Runway modeling and taking selfies. Both are things that you might do if you feel self-confident. Fashion house Dolce & Gabbana has managed to combine them to create what may be the most narcissistic thing ever: models taking selfies on the runway.

That’s right, models at Dolce & Gabbana’s Spring/Summer 2016 Women’s Fashion Show on Sunday busted out smartphones to take selfies while modeling. The photos were then posted real-time to the designer’s Instagram account where they quickly racked up tens of thousands of likes. Narcissism sells, apparently.

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