These free trips can range from £5,000-a-night Maldivian villas and superyacht charters in Dubai, to Coachella compounds, Caribbean resorts and influencer junkets in Miami. Joseph Adunse, a tax partner at accountancy firm Moore Kingston Smith, tells me: ‘A supposedly free luxury holiday is not always free in the eyes of HMRC. Australian fashion giant White Fox laid an equally indulgent jamboree during the Coachella festival in April. One video posted by White Fox showed the influencers wandering around the sprawling mansion in amazement, but it seems not everyone was as impressed. The reaction reflects what some industry insiders tell me is a growing impatience from fans with the endless parade of lavish influencer freebies.