In a campaign that echoes the trafficstopping YSL Opium billboards featuring a nude Sophie Dahl, Gigi Hadid has been selected by Tom Ford as the face (and body) of his Velvet Orchid scent, shot by Mario Sorrenti.
You may recognise the 19-year-old daughter of Real Housewives of Beverley Hills star Yolanda Foster, as she has made fleeting appearances in the show, or perhaps form the cover of Carine Riotfeld's CR Fashion Book, shot by Bruce Weber.
Or, if you are particularly eagle-eyed, you might spot that Hadid has actually been modelling since she was two years old, for Baby Guess and Guess kids.
She gave up modelling in her early teens to concentrate on sport (she trialled for the junior Olympics volleyball squad) but signed up with IMG when she was 17. And just two years later she is Tom Ford's newest campaign crush.
Good going, Gigi.