Celebrity endorsements can boost the popularity of a company almost instantly, but there’s one brand that might not need to negotiate an endorsement. In fact, it looks like celebs are more than happy to shine on (pun intended) Ishu, the new anti-flash scarf.

Saif Siddiqui came up with the idea when a photo flash reflection from a nearby bike’s reflector accidentally obscured his friends’ faces. After six years of development with experts who understand light and reflection, the Ishu head scarf was unveiled.

The ultimate privacy accessory, it was immediately coveted by actors, singers, and musicians hoping to secure a little more privacy from over-eager photogs while out and about.  When a flash is used in its vicinity, the scarf casts a brilliant reflection, darkening nearly everything else in the photo. But Ishu won’t stop photographers in natural light, so you may want to hold off on firing your security team (at least the day shift).

Even though it does seem perfect for a famous customer, celebrities aren’t the only ones who get tired of photos being snapped all around them. In fact, the new scarf is the perfect accessory for the private wearer.

The Ishu will be officially available August 22, 2016, but it is available for pre-order now starting at $268. A tie and pocket square is also expected to be available.