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
September 27, 2015 10:33 AM EDT

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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Write to Justin Worland at justin.worland@time.com.

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