It's one of those moments that makes you want to sit back and question how some people get jobs in important places; Fashion magazine Elle have written an article around an interview with Eugenie Bouchard.
That's fine I hear you say... well it isn't when you publish a picture of Bouchard which actually shows her rival Maria Sharapova. D'oh.
Bouchard (pictured above... see how easy it is), the emerging Canadian star, was even the cover topic for the French version of the magazine when the error was made in July, just after the French Open.
It was all very embarrassing for the company, who were forced to release a statement of apology insisting that the whole situation was an accident.
It just goes to show how tough it will be for the 20-year-old to succeed the Russian as the queen of tennis on and off court, despite reaching the final of Wimbledon earlier this year.
Sharapova has firmly entrenched herself as the most attractive female proposition for sponsorship companies in the sport. Only yesterday American financial magazine Forbes claimed that the former world no.1 is the highest earning female athlete in the world right now.
Even Serena Williams, who has won an astonishing 31 Grand Slam titles in total, 26 more than Sharapova, doesn't rake in nearly as much in endorsements.
If Bouchard does one day want to challenge Sharapova for her crown, a good place to start will be getting results on-court.
Sharapova shocked the world 10 years ago when she won Wimbledon as a teenager, and Bouchard needs a similar moment of glory to go head-to-head with the sport's elite.
To be fair, the world no.8 came almighty close to doing just that on three occasions this year already.
She only started at the majors in 2013, but this year Bouchard finished in the Australian Open semi finals, losing to eventual winner Li Na. She also reached the SW19 final, but Petra Kvitova took her second crown.
Sandwiched between those slams came another semi-final appearance at Roland Garros. That time it was Sharapova herself who came out on top and went on to win the final. Their fantastic three set match, however, was the dawn of a new rivalry. Bouchard admitted that the pair weren't friends (see above).
How great would it be if they met in the US Open final this year? Lets just hope all news publications have pictures of the right winner!
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