Images of Kristi Noem's husband partaking in the 'bimbofication' fetish have surfaced online – but what does this mean?
Earlier today, MailOnline published images of Bryon Noem, the husband of former Department of Homeland Security (DHS) secretary Kristi Noem, dressed up as a woman.
The report alleged the images of the 56-year-old had been shared across online fetish forums, as well as claiming that Bryon had paid tens of thousands to talk to bimbofication models.
A representative for Kristi has since responded to the allegations, telling The New York Post that she is 'devastated' by the revelations.
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"Ms Noem is devastated," the representative said. "The family was blindsided by this, and they ask for privacy and prayers at the time."
But what does bimbofication mean?
Bimbofication explained
According to Progressive Therapeutic, bimbofication is a kink or fetish which involves role-playing a hyperfeminine woman, based around the 'bimbo' archetype.
A slang term, the phrase bimbo is often used to describe a highly sexualised woman.
She's typically depicted as having curves, usually exaggerated hips and boobs, usually, but not always, blonde hair, lots of make-up and skimpy clothing.
Which is probably the image which sprang to mind when you opened this article.
The bimbo archetype is often used as an insult, with the implication being that women who are described as bimbos are unintelligent, similar to the 'dumb blonde' stereotype.
Celebrities such as Britney Spears, Paris Hilton, Lindsay Lohan and Emily Ratajkowski are just some examples of women who've been labelled as bimbos over the years.
Bimbofication is, therefore, using the visuals associated with a 'bimbo' and using it in a sexual roleplay scenario. It is not gender-specific, with both men, women and non-binary people able to partake in the fetish.
Meanwhile, one expert revealed that those connected directly to high-profile individuals are more likely to be involved in the fetish.
"The pattern of a high-visibility political figure's household being connected to this subculture is, psychologically, entirely consistent with what I see in my private practice," gender dynamics expert Katarina Polonska told Forbes.
She says the bimbo stereotype is a way for powerful men to unburden themselves of the expectations of traditional masculinity.
She said it's a 'subconscious escape valve' that 'makes a lot of sense'.
How does bimbofication differ from cross-dressing?
Unlike bimbofication, which can be done regardless of gender, cross-dressing is typically restricted to dressing outside of wearing clothes stereotypically associated with the opposite sex to what a person was assigned at birth.
Bimbofication also leans into an extreme stereotype of hyperfemininity as part of the fetish.
Website Kink Curiosity writes: "Being a bimbo isn’t just about appearance. The persona is often bubbly, flirty, and giggly, with an emphasis on fun and pleasure rather than deep thinking.
"The bimbo mindset plays into a carefree, feel-good attitude that prioritizes beauty, confidence, and enjoyment."
It adds that for some, the appeal of bimbofication is linked to 'humiliation and degradation', with participants finding being 'treated like nothing more than a pretty object is a huge turn-on'.
What has the reaction to the news about Bryon Noem been?
The story has since reached Kristi's boss, US President Donald Trump, with the POTUS telling reporters that he 'felt badly for the family'.
"They confirmed it? Wow, well, I feel badly for the family if that's the case. That's too bad, I haven't seen anything. I don't know anything about it. That's too bad, but I just know nothing about it," he told the Daily Mail.
Who is Bryon Noem?
Kristi and Bryon attended the same high school in South Dakota. They were two years apart, but knew each other as Bryon was friends with Kristi's older brother.
They married in 1992 when Kristi was just 20 years old. Before Kristi transitioned into politics, they worked on her family ranch together.
Nowadays, Bryon runs Noem Insurance, a crop insurance agency in Castlewood, South Dakota.
Kristi and Bryon have three adult children together: daughters Kassidy and Kennedy, and son Booker.
They are grandparents to Kassidy and Kennedy's children, too.
The new allegations come at a difficult time for the couple. Last month, Kristi was grilled by the House Judiciary Committee, and asked in front of her husband about rumours she'd had 'sexual relations' with her advisor Corey Lewandowski.
She called the claims 'tabloid garbage' and 'offensive'.
Brenna Cooper