Marc Jacobs has joined Instagram.
The 52-year-old designer has set up his own account on the image sharing site despite previously claiming he's "appalled" by social media.
The outspoken fashion star, who posted his first photo to an account with the handle @themarcjacobs on Monday has already bagged himself nearly 50,000 followers.
However, just last month he claimed he had no interest whatsoever in joining the thousands of people who upload pictures to the site.
He said at the time: "I am so appalled by the whole social media thing. I don't get it, it doesn't appeal to me, neither does a computer, or working on a laptop. I don't want to read a book on a device. I like a book with a hard cover, and text on a piece of paper. I like magazines. I don't care if I carry around 100lbs of magazines, I'd rather to that than look at them on the internet.
"I am just not of that generation. I get it the allure of it, but it just doesn't appeal to me."
The move has prompted speculation he's worried about staying at the forefront of fashion following the announcement that his Marc by Marc Jacobs collection is to be absorbed into his eponymous main line.
Marc confirmed the end of his diffusion line earlier this week, announcing it would merge with the luxury brand but described the move as "starting at the beginning."