Another season, another unexpected campaign girlie stepping into the frame for Marc Jacobs. The designer just took to his recently-wiped Instagram to tease his latest star, and though only one eye and a bit of mouth were visible, it was immediately obvious that Kim Kardashian was his go-to for AW23. Truly, nothing gets past us. 

According to the accompanying caption, this juicy taster precedes the full reveal, which will take place tomorrow [August 9], so you don’t have long to wait to see her decked out in his upcoming collection – all pumped-up parkas, off-kilter cocktail gowns, and a splattering of vertiginous Kiki boots.

Kardashian follows in the footsteps of Winona Ryder, Pamela Anderson, Paris Hilton, and Nicki Minaj, who’ve all landed themselves campaigns for Jacobs’ eponymous mainline or its bratty little sister offshoot Heaven in recent seasons.

Over on Instagram, the comment section is unsurprisingly polarised already, with some fans declaring the move iconic and others denouncing the designer for leaning into her hype. But Jacobs, who’s never been one to shy away from controversy, is likely locked away in some gorgeous penthouse suite, lapping it up. 

View the full AW23 campaign in the gallery above.