All it took was Beyonce showing us she #WokeUpLikeThis with THAT between-the-sheets selfie and now Instagram's choc-a-bloc with pictures captioned with the very same hashtag. More than 17,000, infact.
It seems #bedstagrams are the biggest social craze right now. The likes of James Franco, Suki Waterhouse, Miley Cyrus and Cara Delevingne have shared shots of themselves snuggled up in their duvet.
The #bedstragrams fall into many different categories though. There's the half-covered face, squinty-eyed pictures that scream 'Eurgh! Don't look at me, actually PLEASE DO'.
There's the 'check out who I'm in bed with' shots starring children, boyfriends, best mates, pets and random strangers. And there's the novelty snaps featuring folk sucking their thumb or wearing an inappropriate accessory.
Whether they're taken pre-bed, first thing in the morning or at 3pm on a lazy Sunday afternoon, these pictures all serve a purpose. Firstly, sharing a snap while appearing to be mid-snooze is the visual equivalent of writing #nofilter under a photo AKA telling everyone that this is how good you look at your most undone.
Secondly, we all play on our phones in bed and when we can't sleep/are having a lie in/are a bit bored, taking a selfie can be fun way to fill a teensy bit of time.
PLUS it's a way for celebrities to connect to their fans. By inviting them into their bedroom, stars can give them a glimpse at an intimate part of their lives. What self-confessed Directioner wouldn't LOVE to see Harry Styles in bed?!
Have you posted a picture of yourself chilling in the sack on Instagram or do you think it's waaaaay too much?