Johan Andersson, Technical Director on Frostbite at Electronic Arts and the man behind the Battlefield series posted a rather intriguing photo on his Twitter, it's the Radeon R9 390X (if its named that) alright. 

In this comment he states:

This new island is one seriously impressive and sweet GPU. wow & thanks @AMDRadeon ! They will be put to good use :)

Here's that photo, which definitely is the real thing. The product is closely resembling renders posted a week or so ago. That card (Likely Fiji) is so small in size thanks to on-die HBM Memory, making the PCB really small as you do not need space for graphics memory on the actual PCB any longer.
 

And below the earlier leaked renders. it seems that the Radeon R9 390X has 4 display outputs, three DisplayPorts and one HDMI. There is no DVI port. The card is dual-slot in design and does not seem to have a visible fan indicating liquid cooling, the monitor output grill however suggest otherwise. Specs this far indicate this (all rumored of course):

• 4,096 GCN 1.2 shader processors
• 256 TMUs
• 128 ROPs
• 4096-bit wide HBM interface, 1.25 GHz memory clock, memory bandwidth 640 GB/s.
• 8GB graphics memory