Zayn Malik has teased fans with a preview for his new music video, but seems to have angered them instead.
It looks like his girlfriend Gigi Hadid is making another appearance in the clip for It's You, which will drop at midnight EST on Friday morning (2pm AEDT Friday).
The former One Directioner, who now goes simply as Zayn, posted a cryptic preview of the video on his social media accounts that shows a woman with her back turned to the camera walking in slow motion towards a classic car.
The black-and-white clip has many people speculating if the leggy blonde is Hadid, who also starred in the steamy video for his debut single Pillowtalk.
"Is that Gigi again? If it is. Step up your game. It's annoying," said Usha Vandermaelen on Facebook.
"Can she stop being in every god damn music video????" said Brianne Bugeja.
Others questioned the longevity of his relationship and feel his decision to feature Hadid so heavily may backfire in the future.
"lol at when they're no longer in a relationship in the future and all of his music videos will be a reminder of his ex," Melissa Nascimento said.
Some fans felt the need to jump to Zayn's defence, especially since the girl in the video hasn't been confirmed as Hadid yet.
"We don't know is it gigi or not. Wait for a while," said Omar Dalivalov.
"No one cares if you're tired of seeing Gigi. I'm sure he's tired of seeing you constantly criticising his choices," said Rebecca Carol.