The 'flying dress' holiday picture that’s sparked a multimillion-dollar global industry

Flying Dress Photo’s business model is based on delivering a single type of vacation picture. — Flying Dress Photo website

For the last few years, Flying Dress Photo’s photographers on the Greek island of Santorini have spent their summers capturing the same image over and over – tourists posing against a backdrop of whitewashed houses and blue domes while donning luxurious satin gowns with ultra-long trains.

At an average of eight flying-dress photo shoots a day, each priced upwards of €550 (RM2,814) per hour per person, this one small business – whose entire model is based on delivering a single type of highly Instagram-worthy vacation photo – can bring in almost half a million dollars in sales in just four months.