It’s a neat idea. Anti-paparazzi clothing. Clothes that makes photographing you a fruitless exercise. The idea first came up at the beginning of last year, when Chris Holmes came up with the Anti-Paparazzi Collection. This recently popular version has been made by ISHU.
It’s a fairly simple concept, that works on exactly the same principles as signs on the highway that shine bright in your car’s headlights, or Hi-Vis clothing to help cyclists and pedestrians be seen when out in the dark. For those applications, it works brilliantly.