According to sources, rapper Kanye proudly showed off a baby picture of little North West while filming an interview for Kim's mum Kris Jenner's US chatshow.
Audience members have revealed Kanye happily whipped out the family snap while talking about his first child, who arrived on 15 June 2013.
A source who attended the taping told E! News: "[Kanye] said he had decided he wanted to show the picture of North because they didn't want to make money on the photo and he is fed up of paps following him around."
That would fit with previous reports that Kim and Kanye don't want to sell pictures of their child and had instead been considering either releasing a picture via Twitter or giving one to a glossy magazine.
We're yet to get a glimpse of North's face; the closest we've come is two occasions when she's been snapped in a baby carrier covered by a blanket.
Kanye's appearance on the Kris Jenner Show and willingness to talk about Kim and North came as a surprise to many fans as he's so notoriously private and doesn't do very many interviews.
Of course, the fact Kris could one day be his mother-in-law might have been a rather big influencing factor.
Kanye's highly-anticipated chat will air on Friday in the US and mark the last episode of Kris' chatshow, which was running for a six-week trial period on selected stations in the States.
More celebrities who have welcomed babies this year:
Copyright: Love & Lust London