When Bella Hadid graced the Cannes red carpet complete with a sky-high dress split with her thigh on naked display, the world promptly forgot Cannes was about film and focused their attention on her skin.
Wow! Daring, they said. Malfunction alert! They wrote.
The name Bella Hadid saturated the media market, with headlines aplenty:
Google the words Bella Hadid and a litany of pieces arrive. Google the word Cannes and the news is about her dress and not about the festival.
It's not the first time the Victoria's Secret model has launched herself like a rocket onto our radar with a dress that "dared" to "bare".
Just last year she wandered into the news at the same event with a similar story. Thigh high dress split, news reports a-plenty.
Because for women in a certain industry, a cheeky red carpet moment can do wonders for exposure, and create the kinds of moments we will remember for far longer than we otherwise would.