Sam Smith may be highly successful, but they’ve also got to be in the running for the world’s most laughed at man at this point.

Get a load of these images from the non-binary star’s photoshoot with Perfect Magazine this week (warning – cannot be unseen):

I’m sure the idea behind this photoshoot was for it to uncomfortable to look at… so mission accomplished on that front. I’m not sure if it’s meant to be some kind of FU to everyone fat-shaming Sam Smith or a commentary on being overweight. Probably just pure attention-seeking to be honest, which is fair enough since everything this guy does is so polarising that it’s turned out to be a brilliant marketing tactic.

Reaction online has been mixed, to say the least:

Well, whether you’re the target audience for all this or you’re horrified and disgusted, it’s clear that wall to wall social media coverage is exactly what Sam Smith’s PR team is after. Personally I liked Sam Smith a lot more when they were the shy, modest singer with the incredible voice but I guess that can only get you so far in this day and age.

Previously, he was pxssed and jxzzed on in his latest music video. Where does it all go from here?