Madonna has been replaced as the face of fashion giant Louis Vuitton by a younger model.
And the model, who has stepped on the Queen of Pop’s toes, is David Walliams' new flame and supermodel of the moment Lara Stone.
It was Madonna's good friend, designer Marc Jacobs, who has picked the 25-year-old model for LV’s spring/ summer 2010 campaign.
"After two seasons with such a huge star, Marc decided to take a breather and work with a model - and not just any model,” the Sun quoted a Louis Vuitton spokesman as saying.
"It's the choice of a new supermodel,” he said.
The firm further described the new campaign as "whimsical, young and optimistic".
Madonna has fronted the last two LV campaigns.