Milan fashion week is all about being seen. Oh, and nice clothes

IN Milan at fashion week, the sport of content creation has never felt more competitive. One front-row guest came accompanied with a videographer who sat perpendicular behind her filming her reactions to the show - not the models wearing the expensive clothes we were there to see. The focus was on her face and its expressions. An impressive entry for the making-it-about-me-culture.

- Victoria Moss

Another highlight was the 52 minutes I lost waiting for Kylie Jenner to take her seat, while a sad Billie Eilish song played on a loop. But being seen, everywhere, by everyone, all at once, has never been more lucrative.

Star turns were in rubber-necking abundance. Versace made sure to not miss out on the Nineties supermodel moment by enlisting Claudia Schiffer to close the show, watched by Demi Moore, and her chihuahua, Pilaf. Naomi Campbell snaked to the finish at Dolce & Gabbana. Ryan Gosling and Julia Roberts were front row at Gucci, Julianne Moore at Bottega Veneta.