In November 2013, famed fashion photographer Mario Testino took a behind-the-scenes photo of Kate Moss wearing only a white towel and bathrobe, and shared it on Instagram. That photo became the first image in his ongoing “Towel Series.” In the years since, he has continued to photograph celebrities in white towels. Testino’s latest Instagram is the 139th photo in the Towel Series, a shot of 20-year-old model Hailey Baldwin wrapped in a towel and robe:

TOWEL SERIES 139, HAILEY BALDWIN. #TowelSeries #MarioTestino @HaileyBaldwin

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Other recent additions to the Towel Series include Kelly Gale, Doutzen Kroes, Alessandra Ambrosio, Penelope Cruz, Bella Hadid, Emma Roberts, Bella Thorne and Taylor Hill. Testino told Vogue he lets each person choose how they want to wear the towel. “There is no predetermined way of how you put the towel on. You can do anything you want—wear it however you want.”

TOWEL SERIES 133, KELLY GALE. #TowelSeries #MarioTestino @Kellybellyboom

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DOUBLE DUTCH: TOWEL SERIES 131, DOUTZEN KROES. #MarioTestino #TowelSeries @Doutzen

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TOWEL SERIES 129, ALESSANDRA AMBROSIO. #MarioTestino #TowelSeries @AlessandraAmbrosio

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TOWEL SERIES 123, PENÉLOPE CRUZ. #MarioTestino #TowelSeries @PenelopeCruzOficial

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TOWEL SERIES 118, EMMA ROBERTS. #MarioTestino #TowelSeries @EmmaRoberts

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TOWEL SERIES 107, BELLA THORNE. #MarioTestino #TowelSeries @BellaThorne

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TOWEL SERIES 98, TAYLOR HILL. #MarioTestino #TowelSeries @taylor_hill

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The Towel Series has also featured Alexis Ren, Cami Morrone, Sara Sampaio, Kristen Stewart and Emily Ratajkowski.