Celebrities flock to buy 'invisibility' scarf that hides faces in pictures
It's been called a modern invisibility cloak
The ISHU scarf seems to be a celebrity's best friend at the moment as it's able to obscure a person's face when a picture is taken. .
It’s made of a special material which reflects light back to the camera when someone takes a picture with the flash on.
As a result, only the silhouette of the person is shown in the picture.
The name is a play on the words ‘shhh’ and the ‘issue’ of privacy and was launched last October by Saif Siddiqui, a businessman from New Delhi.
Many celebrities have been spotted wearing it, like Nick Jonas and Paris Hilton.
On the ISHU website it says the purpose of the brand is to ‘claim back’ an individual’s right to privacy and help reduce people’s unwanted photos being splashed all over social media.
Saif said: “I'm not saying you become untouchable forever, but The ISHU scarf is definitely a step into the right direction to control privacy and our ‘image online'."
He added that it helps people go against the mentality of people taking pictures and immediately sharing them online.
The idea for the scarf came when Saif took a picture of his friends standing in front of a bike in Amsterdam in 2009.
He noticed that the bike’s reflector influenced the flash on the camera, meaning that he couldn’t see his friend’s faces in the image.
See how it works in the video below:
The design has also been printed on ties and phone cases with products ranging from £60 - £355.