Major fashion and watch brand Michael Kors debuted its first Instagram ad on Friday—also the social media platform’s very first.

With a caption reading “5:15 PM: Pampered in Paris,” the advertisement features a rectangular-faced, gold Kors watch in a Parisian-themed setting, which includes macarons, a Polaroid snapshot, and a delicate cup and saucer. The post, which also sports Kors’ hashtag, #MKTimeless, has garnered 229,000 “likes” from Instagram users as well as countless comments, both negative and positive. 

While the Kors ad is an elegant one, it certainly wasn’t free from controversy.

As Fashion Telegraph reports, the photo-sharing network announced last week that ads would begin to filter in users’ feeds for major brands such as Levi’s and Ben & Jerry’s. This also comes with major criticism over that fact that a user who does not follow certain brands is still subject to seeing their ads in his or her personal feed. According to Instagram, future posts will include a “sponsored” tag to set them apart from non-advertorial posts. 

Burberry is set to debut the second official Instagram advertisement in the near future.

Regardless of debate surrounding the technology platform’s decision to include paid ads, it’s clear a new generation of advertising is on the horizon. 

JCK