Everyone is calling it her "modelling debut", like it's her career choice, but - technically - North's modelling debut involved something of a nude shoot in Vogue. Here, however, she is peddling goods for Chanel.

Behold a 13-month-old baby showcasing a Chanel brooch, and a Chanel bag (the earrings "are model's own", a cowarse), and a rather bemused look like "Um, am I meant to play with this or what?"

In case you can't read the caption, it declares North West as 'THE FUTURE', before quoting Karl Lagerfeld, which reads "It's never too early to care about fashion!" It possibly is too early 'cause young North there doesn't look like she gives two hoots.

Ordinarily, I'd be somewhat outraged by the above. How dare someone thrust their child into the spotlight to such a degree and in such a materialistic manner! On the other hand, North is going to be photographed regardless... why not have it in a more controlled environment, while collecting a fee for a college fund? The flip side to that is - North is photographed too much already, so why not give her a break? That and her parents currently have a combined net worth of $155million, so money isn't the issue here.

I've to be honest. My 17-month-old daughter LOVES people. She loves being in the center of attention, and she especially adores being a camera's subject. The camera, as it happens, loves her too. So much so, in fact, that I have actually considered - and I can't believe I'm admitting to this - I've considered signing her to an agency. Why? Because a) I know she'd enjoy it (up to a point), and b) the money earned would go into a fund for her education. Between returning to work part time, creche fees, the mortgage, bills, the cost of living etc, etc, we're currently nowhere near a position to put any money aside for her at the moment... Then I think of Dina Lohan, and all the bile I've spat in the past about ma/nagers, and I feel like a complete hypocrite.

So why have the Kardashians done it? Are they that consumed by being at the forefront of fashion that they're willing to utilise their daughter in such a manner? That's obviously a rhetorical question.

The real question is 'How will 30-year-old North feel when she sees this photo of herself?'