As fans clambered to guess the identity of the label, its bosses presumably regretted not giving the model the coveted position they had hired her for. It’s unlikely they had warning of her plan to expose their actions to her 123,000 followers and yet it was also somewhat foolish to mess with Campbell, who has form for highlighting the de-humanisation of young women in the industry.

Last year the 28-year-old, who has been modelling since she was 15, called for models to have changing areas backstage at runway shows to end the demeaning norm of standing naked in front of hordes of strangers. In 2017 she told of the “ritual humiliation” of models and assistants in an open letter to WWD.

Rarely do problems faced by fashion models garner sympathy from the public. It’s easier to cede to the beast of the industry and dismiss its workers’ gripes as part of the small print for choosing a livelihood dependent on their physical appearance. But it’s not only an elite fashion minority facing body-shaming, indignity and disrespect, these issues resonate with young women and girls the world over - the same ones who follow the likes of Campbell and other fearless fashion voices on social media.

An ignominious start to the shows in Milan came days after Burberry publicly apologised for featuring a noose-knotted hoodie at London Fashion Week, after one of its own models shamed the brand on Instagram. “Suicide is not fashion,” Liz Kennedy wrote.

Nowhere to hide: how social media is holding fashion houses to account