Is it as all possible that Céline, the French label already holding the front line of cool pretty much single-handedly, just got cooler? In short, yes. Yes it is.
How? By appointing the inimitable 80-year-old American author Joan Didion as its new campaign star, that's how.
Dressed in a simple ribbed sweater and oversized shades, with her silvery bob parted on the side, Joan looks more elegant than anyone else we know in the new images shot by Juergen Teller.
It's a move that has got the universal nod of approval from the fashion pack. And how could it not? Joan Didion is the perfect fit for the brand, what with her pared back, impossibly chic aesthetic as well as reputation as one of the greatest writers of her generation.
The author might be in her ninth decade, but that doesn't mean she's let anything slip in the style stakes. If you're looking for inspiration on how to nail insouciant, androgynous style, Joan's your gal.
Here's hoping we look half as cool as Joan does when we're 80...