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Kylie Jenner’s promo for her new King Kylie Cosmetics collection has divided fans, with critics describing it as “deeply out of touch”.
On Sunday, the 28-year-old reality star posted a short clip to Instagram in which she was seen handcuffed while strutting down a prison hallway, flanked by two police officers.
Jenner wore a black leather bra and matching micro shorts that had hanging silver chains attached to her hips. She accessorized with black fishnet tights and chunky silver jewelry as well as a pair of black slingback pumps.
Kylie Jenner’s promo for her new King Kylie Cosmetics collection has divided fans, with critics describing it as “deeply out of touch”. (Jamie McCarthy/WireImage)
The makeup mogul wore her long black hair in loose curls with teal highlights — a nod to the bold colors she sported during her “King Kylie” days.
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The video ended when the screen went black and a woman was heard whispering “King Kylie” while the words “King Kylie. Tomorrow” flashed on the screen.
Jenner’s new makeup collection is a callback to the rebellious “King Kylie” persona she popularized in the mid-2010s and which helped launch her first brand identity. At the time, Jenner had become known for her bold and experimental looks, especially after dying her hair blue.
This period coincided with the 2015 launch of her makeup brand, Kylie Cosmetics, which she turned into a beauty empire.
After Jenner shared the teaser, fans and some of her famous friends flocked to the comments section of her post to express their excitement over her new collection.
“exactly,” wrote Hailey Bieber while Lauren Sánchez Bezos added a raised hands emoji. One fan wrote: “KING KYLIE IS BACK,” with another writing: “We’re back.”
However, online critics expressed their fury in a thread on Reddit, criticizing the model for the images it used amid ongoing ICE raids and renewed debate over policing and immigration enforcement.
For her new collection, Jenner revived her “King Kylie” persona from the mid-2010s. (JB Lacroix/WireImage)
“The country is in turmoil, citizens are being taken away by badge-hungry cops, and Kylie Jenner is launching a photo shoot in handcuffed hot pants to promote COSMETICS. This isn’t satire; this is American scum,” one Reddit user wrote alongside a screenshot of the promo.
“She’s out of touch,” agreed another.
“Lol, as if she could ever understand what the people she plays are going through,” added one critic. “It’s incredibly disgusting, and I didn’t even think about how deeply I was out of touch until I read the title of this article. You’re so right.”
Critics called Jenner’s new promo “out of touch with reality.” (Taylor Hill/FilmMagic)
Other Reddit users criticized Jenner for relaunching her “King Kylie” brand, noting that it followed recent “No Kings” protests against perceived authoritarianism under the Trump administration.
“To add to this, does anyone else find it odd that there have been ‘No Kings’ protests across the country, and she’s dropping a shoot called ‘King Kylie’ with the associated footage OP mentioned. [original poster]?,” wrote one commenter.
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Some critics have compared the promotion to other controversial celebrity marketing campaigns, including Jenner’s sister Kendall Jenner’s 2017 Pepsi ad.
Kylie and Kendall Jenner at the 2022 Met Gala. (Kevin Tachman/MG19/Getty Images for the Met Museum/Vogue)
In the ad, Jenner was seen leaving a fashion photoshoot to join a protest, where she ended tensions between protesters and police by handing a police officer a can of Pepsi.
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Fans were quick to call the ad tone-deaf and exploitative. Within 48 hours, Pepsi pulled the campaign and apologized, admitting it had “missed the point.”
Jenner later tearfully discussed the incident on an episode of “Keeping Up With the Kardashians,” saying she felt “so stupid.”
Jenner has not publicly commented on the controversy. (Axelle/Bauer-Griffin/FilmMagic)
“Is she actually trying to recreate the same controversy Kendall experienced with tone-deaf Pespi? [sic] ad???,” one Reddit user wrote about Jenner.
“The outrage over this should be like Kendall’s Pepsi campaign…like it’s all over again….” another agreed.
Jenner has not spoken out about the controversy.
Fox News Digital has reached out to Jenner’s rep for comment.
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