For the first time in his successful career, Alexander Wang is launching a campaign, WWD is reporting.

Well, sort of. Wang’s first ever print ads, starring Aymeline Valade in action warrior-type poses and shot by Craig McDean, will run exclusively in Interview‘s March issue. A billboard will be unveiled February 7 at the intersection of Lafayette and Great Jones Sts. A video of the McDean shoot will be released on March 1.

Sure, it looks like a campaign, is timed to come out around the time when most other spring campaigns launch (albeit a bit later), but Wang insists it’s not a campaign, OK?

Wang prefers the phrase “image piece.” “We restrained from using those words [campaign], because you set yourself up for doing things in a systematic way — like rolling out ads in the magazines certain times of the year,” he told WWD. “For us, it’s about testing the waters and doing something out of the box.”