Kendall Jenner, sister of Kim and best friend of Cara, has just landed her first proper Vogue cover. "Proper", because she has technically graced the cover previously, if only on a 52-page special for subscribers on models who use social media.
At long last one of the most controversial models of the moment, and someone who is probably sick to death of being told that she's not a "real" supermodel, gets some credit for all her hard work.
Naturally, the entire Kardashian clan (and Ryan Seacrest, for some reason) were on hand to congratulate her, with the help of balloon letters, selfies and giant photos of her own face.
A little background info on the cover: Despite repeated calls from die-hard Vogue fans who believe that fash-un magazines feature only fash-un models and fash-un people living fash-un lives, the world's best known fash-un monthly has strived to keep up with the IT models of recent years.
As a result, we've seen everyone from Kimye (complete with wedding dress) to Kate Upton doing their best statuesque pose on the cover. The argument is always the same; these people aren't *real* models or artists, their very existence should appal Vogue and its high-calibre readership.
To these people, Kendall is the antithesis of everything Vogue. She shouldn't be anywhere near the cover - let alone on the all-important September issue.
Throughout the interview, Kendall pleads to be "taken seriously" and insists that her multimillion-dollar modelling career is "not a joke or a stunt", but the article itself send a conflicting message.
Subject matter revolves predominantly around growing up in the spotlight, her famous sisters and her dad's sex transition. This is another thing that's rattled the cage of Vogue fans.
Possibly writing with the aim of riling up fashion fanatics even further, Vogue published a line comparing Ken-J to Linda Evangelista, one of the most admired supermodels of all time.
Talk about rubbing salt into the wound. But then again, is it really Vogue's fault that people are so salty over a single magazine cover? No, Kendall might not be the perfect supermodel - but she gets people talking in a way that a safe option like Edie Campbell, Gisele or (God forbid) yet ANOTHER Kate Moss cover would not.
If anyone can prove that all press is good press, it's the Kardashian clan. And hey, at least it isn't Kylie.