Kylie Jenner has been accused of 'cultural appropriation' after posting a photograph of herself with braided hair.
Fans hit out at the 22-year-old for her recent post of an unseen snap from a shoot at the beginning of last year.
The picture, posted on her Instagram stories, shows the billionaire modelling bleach blonde hair with twist braids, a style associated with black culture.
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The photo was also shared by photographers the Morelli brothers, who took the shot.
They posted the snap on their Instagram account, with the caption: "Happy New Year People!"
According to the two men, singer Gwen Stefani was the original inspiration for the hairstyle.
Offended by the picture, users hit out at the reality star by commenting on the Morelli brothers' post.
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One person said: "The cultural appropriation jumped out."
A second added: "She wants to be a black woman so bad, until it's time to be a black woman."
Another shocked user chimed in with: "I hope you're not serious."
But that wasn't it. More waded into the debate, with one commenting: "Why do y'all keep thinkin s*** like this is a good idea in the year 2020?"
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Someone else asked: "What's w/ the KarJenners & fetishizing black women?!"
This isn't the first time the reality TV star has come under fire for her choice of hairstyle. In 2015, she was slammed for posing with their hair in cornrows.
Jenner is yet to respond to criticism, but has not removed the post from her stories.
Last year, she hit the headlines after it was announced she was the youngest ever self-made billionaire - another source of controversy, with people mocking the use of the term 'self-made'.
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In an interview at the time, she said there was no other way to describe her, citing the fact not one cent of her money is inherited.
Speaking to Interview, she said: "There's really no other word to use other than self-made because that is the truth. That is the category that I fall under.
"Although, I am a special case because before I started Kylie Cosmetics, I had a huge platform and lots of fans. I did not get money from my parents past the age of 15. I used 100 percent of my own money to start the company, not a dime in my bank account is inherited... and I am very proud of that."
As for how the apparently warranted title felt, Jenner said it was 'wild'.
She said: "I never thought that this could happen. I believed in Kylie Cosmetics but I didn't even know what I was getting myself into. It feels amazing, it's wild, and being the youngest ever to do it is a blessing."
Topics: Reality TV, Instagram, TV and Film, Celebrity, Interesting, US Entertainment