Not one to be upstaged by Kim Kardashian and Kylie Jenner's battle of revealing photos, Kendall Jenner has taken Instagram by storm with a new one of her own.
This shot of her lounging in a bra and underwear from Calvin Klein had tongues wagging - and eyebrows raising - across the Internet Friday afternoon ...
"morning! just going to hang out in #MyCalvins alllll day! ... thank you @calvinklein for my little gifts," Kendall Jenner commented regarding the picture.
Thank you, Calvin Klein, indeed, for this latest guerilla marketing effort.
The clothing brand recently launched a social media movement that encourages peeps to post semi-nude selfies like this one in CK underwear.
Fan-submitted selfies are then added to the official #mycalvins online gallery; it appears CK sent Kendall some free gear so she would participate.
Well played, as it gave the 18-year-old a chance to upstage her youngster sister - and older half-sisters - while single-handedly keeping Instagram in business.
Check out more racy Kendall and Kylie Jenner pics below: