There are two kinds of shameless and, in this era of pandemics and global warming, you don’t want to be the brazen kind. Mask up if you’re coughing. Be alert to your carbon footprint. There’s no need to crank up the hotel air-con as if it’s 1985.

The second kind of shameless is the good sort. Why be shamed for enjoying yourself, or simply being yourself? Why not live it up on holiday, when you’re otherwise working hard and drowning in life’s chores?

You’ve earned an Aperol spritz in a sunny piazza, a flutter on a Las Vegas roulette table, or a clogging of your arteries in a French restaurant. If you’re headed to the beaches of Saint-Tropez, flaunt it if you’ve got it.

Flaunt it even if you haven’t. What other people think is overrated. Why shouldn’t you puff wacky baccy where it’s legal, go bohemian at Burning Man, or jiggle the night away under a full moon?

Living it up requires only a few accoutrements. A big floppy hat and huge Paris Hilton sunglasses for the cafe terrace-sitter. A white shirt and pink glow stick for the Mediterranean-island partygoer. A battered Stetson for your fevered night of barn dancing.

But living it up should be about doing things, not having things. Egyptian sateen sheets, Aesop shampoo and Paravel Aviator suitcases won’t up anything that matters. Indulging in what you enjoy most will.

Party on by an infinity pool with the toned and tanned if that’s your thing. Enjoy Jamaican Me Horny cocktails and thumping Euro-pop in an apres-ski bar. Join a Japanese marching band.

On the other hand, you could float in tranquillity among frangipani blossoms in a wellness retreat, all by yourself. Spend a week reading books in a mountain retreat. Or forego a fancy meal to picnic in the shrubbery of a Paris park.

You don’t have to explain yourself to anyone. Just do your thing with confident style, and be considerate. Falling down drunk isn’t living it up. Nor is disregarding local sensitivities, the environment, or your health and safety.

Lastly, recognise how lucky you are. Compared to most, you’re shamelessly living it up just by sitting crushed and exhausted on a plane. So be happy – and press the call button for a colouring book and another drink.