This was shot in the south of France near Valensole in July during lavender bloom. We were there close to sunset before the rain came and this field and pretty much all other fields close by were overrun with photographers, models and teenagers taking selfies.
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Not sure it's true, but I've heard that photographers and other instagramers are destroying this crops, and farmers are really pissed. Seen some news flash when farmers hired bodyguards to guard their fields.
Yes, I heard (or read) the same. I think a lot of people are just disrespectful trampling down the plants.
I think another big issue is also that people just come there to take some pictures and then go back to their hotels on the Cote d'Azur. That way they are not leaving any money in the region and local business don't have a lot from all those people visiting the fields. (TBF we were also guilty of that since our hotel was like 1h away in another part of the Provence...)