Yep, that's little Maxwell Drew Johnson, age four months, rocking a bikini.
Jess revealed the pic on Katie Couric's talk show this week, immediately drawing criticism from some parenting groups who took issue with the image.
Kidscape called it "inappropriate" and implied that baby bikini photos like this one "contribute to the sexualization and commercialization of childhood."
Jessica Simpson, sexualization and commercialization do go hand-in-hand.
There's no question kids grow up too fast, but at the same time, can Maxi really be objectified at four months? Can mom have no fun dressing her?
We can see both sides. Tell us what you think below:
Jessica Simpson's baby wearing a bikini ...