Sure, kids have done it for years, but pals John Rostron (right) and Carl Morris gave it a name and started a Web site, www.sleeveface.com. "Friends told friends," says Rostron. "It becomes addictive!"
When Sleeveface fan Gabriel Kuo found this LP at a shop, his girlfriend happened to be wearing Elton's shirt. "We had to do it."
Maz Seaman posted this knockout shot in the Sleeveface group on Flickr, one of several sites where the photos can be found.
"That was the first one I did, and I could do it myself with a [camera] self-timer," says Dawn Stinchcomb-Wade. "It was funny."
"It's me in the picture," says Roel Brals. "The shirt's almost the same but I don't look like Bruce, not at all!"
Christophe Gowans said his black Lab Max didn't make this shoot easy. "He was peeking underneath the sleeve to see if he was behaving himself correctly."
Gowans jokes that the model, a friend, "asked me if I could follow her around with a Tina Turner sleeve at all times from now on."
The entertainer was "about style," says Gowans. "I just thought, 'Let's get him doing something ordinary, like making the stew.'"