If you're going to be named the face of Burberry, there is a tradition you must follow: get photographed using drugs.

Kate Moss has the honor of beginning the hazing, what with her cocaine snorting photospread. Now, Burberry's new lead model (as of a month ago) Rosie Huntington-Whiteley is following suit, with this photo of her holding "appears to be" a bong.

As the Daily Mail helpfully explains to Mormon parents, "Also known as water pipes, bongs are used to smoke tobacco, cannabis or other herbal products. They are filled with water which cools smoke before it enters the lungs, making it easier to inhale. Users can therefore draw in a large amount of smoke quickly, rather than smaller, more frequent puffs on a pipe or cigarette."

This is notable because while Moss was enjoying a weight-reduction drug, Huntington-Whiteley was subjecting herself to nature's appetite inducer, and that's just bad for business.