Turns out Marc Jacobs’s Zoolander reenactment wasn’t going to be the most exciting thing the designer posted on Instagram this week. This evening, Jacobs took to the platform to reveal the first image from his Spring 2016 ad campaign, a David Sims shot of transgender director Lana Wachowski.

“The spectrum of individuals photographed in our Spring/Summer 2016 ad campaign represent a celebration of my America. In collaboration with photographer David Sims and stylist Katie Grand, the people featured in our campaign personify this collection of fashion through their individuality. Collectively, they embody and celebrate the spirit and beauty of equality,” wrote Jacobs in the photo’s caption.

Of the decision to cast Wachowski, he noted: “I was first introduced to Lana via YouTube in December 2012. The speech Lana gave to accept the Human Rights Campaign, Visibility Award, (October 20, 2012) was utterly profound in its script and her articulate, brilliant and timeless delivery.

Photo: Courtesy of Marc Jacobs / @themarcjacobs

“She expressed thoughts and ideas that have filled my head and heart always but had never been so eloquently captured in language that was so tangible, intelligent, poignant and full of possibility. I found myself referencing Lana’s words in my daily life and sharing her speech with close friends.

“In the days before our Spring/Summer ’16 fashion show and through a fateful series of communications, much to my incomprehensible delight, Lana accepted an invitation to our show in New York City and thus I took her, ‘fashion show virginity.’ Lana’s ineffable beauty captured by David in this portrait reminds me of the personal sentiment she shared with me about, ‘learning you can make important friends at anytime in your life.’ ”

Jacobs, of course, is no stranger to casting famous personalities in his ads. His first-ever campaign starred Sonic Youth’s Kim Gordon, while just last Fall he rounded up the women and men who have inspired him most over his career, a list encompassing everyone from Cher to Sofia Coppola. Wachowski’s appearance this season carries extra weight, however, as it represents a positive step for transgender visibility, something fashion has embraced on runways and in photo shoots, but less in its commercial advertising. The last high fashion brand to feature a trans model in its campaigns so prominently was Givenchy, who centered several ads around Lea T in 2010. Watch this space to see which other brands follow Jacobs’s lead.

Watch the Marc Jacobs Spring 2016 ready-to-wear show: