If you're aiming for artsy mystique with your Instagram account –and you clearly are, mate, otherwise you wouldn't upload quite so many photos of rainy windowpanes – then there's nothing quite as effective as a monochrome filter and a dangling cigarette.
Just ask Kendall Jenner, who uploaded this naked shot to her Instagram yesterday, fag in hand.
Despite only being 21, Kendall has faced a lot of controversy in her young life. She's just come off the back of a beef with Biggie and Tupac (not advisable, even now), and before that managed to offend every protestor in the world with atoneless Pepsi ad.
Accordingly, she captioned the snap with the mixed-message assurance: "i don't smoke".
Maybe not - but she's guilty of stealing Emily Ratajkowski's black-and-white Instagram aesthetic, are far greater crime in this day and age.
For shame, Kendall. For shame.