A new book claims that Melania Trump s infamous I REALLY DONT CARE, DO U? jacket was actually a not-so-hidden message aimed at a single rival family member: Ivanka Trump .

American Woman: The Transformation of the Modern First Lady, from Hillary Clinton to Jill Biden, by New York Times White House correspondent Katie Rogers, documents an internal power struggle between the two after Donald Trump won the 2016 election, according to a copy obtained by the New York Post .

The two were locked in a quiet competition for press coverage at the time of the jacket incident, the book says, noting that Melania had taken to calling Ivanka the princess.

Former administration officials told Rogers that the I really dont care, do you? message on the coat which made headlines for days was part of that competition, and meant for Ivanka.