Fashion has embraced Instagram to a greater extrent than any other industry. Instagram is now the premier platform for fashion industry announcements (Alexander Wang announced his H&M collaboration on Instagram) and the arena in which designer brands compete most vigorously for airtime. But in the battle to be Most Instagrammable, everyone in fashion is now falling over themselves to look exactly like every other fashion person on Instagram – because however ironic your captions and however sophisticated your eye, social media is, when push comes to shove, a popularity contest staged as a free-for-all pitched battle. It’s about the likes, not the pictures. It’s a numbers game.