Apple is having a moment right now. By asking Bella Hadid to model his Summer 2020 collection by posing on FaceTime, Jacquemus once again showed he has more than one trick up his sleeve. With photographer Pierre-Ange Carlotti officiating as creative director the the digital shoot, the project was meant to be a big hit. While this kind of campaign photoshoot probably won’t set any precedent in the fashion industry, it proves nonetheless that the cameras on new generation smartphones can deliver pictures exceeding the expectations of fashion brands that previously resorted to professional photographers. At a time when social networks compete with traditional media, photography clearly doesn’t need to be as high definition as required to be featured in a glossy magazine or a billboard. Let’s bet that the fashion industry, which is always looking to reduce costs, is going to look into these kinds of “remote” solutions in the future.