As we enter our third week of quarantine, we're all trying our best to boost morale, raise each others' spirits and help one another stay positive amidst the doom and gloom of the news cycle.
But not everyone got the memo.
On Tuesday, as the US health system grappled with 54,800 reported cases of coronavirus and 780 deaths, model and influencer Emily Ratajkowski posted an old photograph of her wearing a crop top and thong.
"I had completely forgotten about this pic of me in my old loft in DTLA. What a crazy 2 and a half years it's been," she wrote underneath it.
Ratajkowski isn't the only influencer responding to the times we live in by wearing next to nothing.
Bella Hadid recently did her bit to promote social distancing by posing topless with a burrito (I didn't get it either), while Kim Kardashian, never one to miss a marketing opportunity, posted a photograph of her modelling her SKIMS shapewear range to announce a re-stock and a rather underwhelming charity initiative.
"As a mother, helping families in need during this time is especially important to me," she wrote beneath the heavily stylised, all-white photograph of her lying on a bed in her underwear while making a very serious phonecall (presumably to a family in need).
She went on to say that she's donating 20pc of the restock's profits to a Covid-19 Emergency Response Program for children living in poverty. She's worth $350 million.
It's a difficult time for influencers as they get to grips with the economic shock of the coronavirus pandemic. They don't have access to the photographers, hairdressers and makeup artists that help them create the perfect shot; lucrative spon-con deals are falling through and it's hard to shill luxury brands when the world is facing the challenge of mere survival.
We're all in the lower realms of Maslow's Hierarchy of Needs now, trying to make ends meet, trying to keep our families safe, trying to stay sane...
Influencers, on the other hand, are still reaching for the apex, trying to pass off self-promotion as self-actualisation, all while serving up perfectly presented 'Quarantinis'.
It could be argued that influencers are responding to the crisis the only way they know how. They provide escapism and distraction and just enough tanned torso to take our minds off the news for five minutes.
The question, however, is how long it will remain relevant. Can we simultaneously partake in the unreality of influencer culture while being confronted with the grim reality of coronavirus?
Can influencers continue to promote aspirational lifestyles at a time when lifestyles are radically changing?
And will we, the consumers, continue to strive for the aspirational Instagram aesthete when we can't show off our decor choices to house guests? ('Dinner party' is just another term for 'home showcase' after all.)
As we settle into our new uniforms of loungewear and leisurewear, the idea of keeping up appearances is beginning to feel incongruous.
The edifice of high-heels and makeup is crumbling away and what's left behind is something much more raw but much more beautiful.
We still want content - more content than ever before according to the surge in internet use - but it seems we no longer have the bandwidth for thigh-gaps, unboxing videos and blatant cash grabs. Our bullsh*t detectors have never been so sensitive (as the ill-advised celebrity rendition of 'Imagine' proved) and we're increasingly drawn to content with meaning and purpose.
Meanwhile, we've finally started to celebrate the real heroes - the doctors, nurses and various other frontline workers who are putting their lives on the line to get us through this crisis.
(Personally speaking, I'd probably walk by Bella Hadid if I saw her on the street tomorrow, but I'd struggle not to ask Mayo man Dr Mike Ryan, executive director of the World Health Organisation, for an autograph.)
There is still space for influencers of course, but what's interesting is that a new guard is emerging. The old guard are still churning out photos of their impossibly toned, near-naked bodies along with fridge-magnet platitudes about life and lemonades.
The new guard, however, are using their platforms for good. They're creating communal experiences, sharing their knowledge and resources and giving what they can rather than desperately lobbying for likes.
We're beginning to see what real, positive influence looks like - and when all of this is over, I know which group I'll be following.