Jaden Smith has been announced as the new face of Louis Vutton.
But it's not the star's face on which most people are focused today.
Instead, many people are taken aback by the 17-year old's first print ad on behalf of the fashion company, which has hired Smith to promote its latest spring/summer womenswear collection.
Smith - who is featured above alongside models Sarah Brannon, Rianne Van Rompaey and Jean Campbell - has been known to wear dresses as part of his androgynous style.
"Thank You So Much @louisvuitton And @nicolasghesquiere For The Opportunity To Impact This World," Jaden Tweeted this morning in response to the campaign, giving a shout out to the artistic director of the fashion house, Nicolas Ghesquiere.
The teenager, of course, is the only son of Will Smith and Jada Pinkett Smith.
He's dabbled in acting and in rapping and is now trying his hand at modeling.
He was rumored at one time to be dating Kylie Jenner.
Nicolas Ghesquière, creative director of the house of Louis Vuitton, explained why the label wanted Jaden to model for this particular collection:
"Why does Jaden Smith star in this campaign? He represents a generation that has assimilated the codes of true freedom, one that is free of manifestos and questions about gender.
"Wearing a skirt comes as naturally to him as it would to a woman who, long ago, granted herself permission to wear a man's trench or a tuxedo."