Playboy has made history by featuring its first-ever gay male cover star on the front of its October 2021 digital issue, dressing influencer Bretman Rock up in one of its iconic Playboy Bunny costumes.

Bretman, a 23-year-old from the Philippines who first found fame on YouTube and Vine, was also the star of this year's MTV reality show MTV Following: Bretman Rock.

While Bretman isn't the first man to get his own Playboy cover — singer Bad Bunny and founder Hugh Hefner himself have both starred alone on the front of the magazine — he is the first to fully embrace the Playboy aesthetic and dress in a corset, heels, ears, and a tail.

The cover choice, which was announced on social media today, has already proven controversial among readers, with some applauding Playboy and others insisting the brand has lost touch of what it's customers want.

Bretman, who lives in Hawaii, became famous on social media for his makeup tutorial videos.

He won the People's Choice Award for Beauty Influencer in 2019 and the MTV Movie and TV Award for Breakthrough Social Star this year.

He's no stranger to magazine features, either: In 2017, he was one of Time magazine's 30 Most Influential Teens, and was named to Forbes' 30 Under 30 Asia – Media, Marketing, & Advertising list in 2018. He also covered the Gay Times in 2019.

Neither is he a stranger to the role of 'playboy,' though his previous iteration looked a bit different: In 2019, he played the role of 'The Playboy' in the YouTube Premium web series Escape the Night.

Now he's turned Playboy model, gracing the cover of the publication's digital issue this month.