The timing of a new Dominic Calvert-Lewin fashion photoshoot for GQ magazine is unfortunate, to say the least.
The Everton striker 'is bringing fashion back to football', states a headline above a piece in which he declares himself a 'standard-bearer for new flamboyance'. He hasn't scored a goal since August.
There's been a delusion of grandeur about the club for the six years since Farhad Moshiri arrived and started splashing £500million on players in a way which has lacked sense or strategy.
The present squad is, as a recent When Saturday Comes analysis of their predicament put it, 'a Frankenstein composite of eight managers and two directors of football'.