Kim Kardashian is once again being accused of cultural appropriation.
The "Keeping Up With the Kardashians" star's new cover for 7HOLLYWOOD magazine was unveiled on Thursday and the photo shoot, which was art directed by designer Thierry Mugler, almost immediately had people sounding off in the comments saying that Kardashian's makeup is "too dark" in the shoot and could be considered "blackface."
In the cover shot, the KKW Beauty founder, who shares four children with husband Kanye West, is seen lying back on a bed in a strapless, sparkling gown, tights and black heels. Her hair is teased up into a short perm-like updo, and her skin appears to be noticeably more tan than usual.
"Too dark on the make up you look like a lightskin black woman..." one user wrote, while someone else outright asked, "Is this blackface?"
More than a few others said they thought she looked like Beyoncé and Diana Ross in the photos, while others simply declared that "something seems off."
"Kim, sweetie, you know the black community doesn’t do well with Non-POC taking on the melanin aesthetic," one commenter explained. "You will be receiving backlash."
Someone else on Twitter connected Kardashian's latest scandal to moments from her past where she had been accused of cultural appropriation, as well, and posed a hypothesis as to why she continually gets swept up in similar controversies.
"The thing with Kim Kardashian and her family’s tireless history of cultural appropriation and Blackfishing is that she knows better," Twitter user @WannasWorld wrote. "They know better. But they continue to do this because they know outrage sells. They’re able to keep their name relevant by doing things like THIS."
Earlier this year, for example, Kardashian was forced to rename her solutionwear line from Kimono to Skims following an uproar over her initial choice. She later admitted that she appreciated the feedback from fans and critics, taking their points of view into consideration before changing the name.
"I am always listening, learning and growing - I so appreciate the passion and varied perspectives that people bring to me. When I announced the name of my shapewear line, I did so with the best intentions in mind," she tweeted before announcing the Skims rebrand. "My brands and products are built with inclusivity and diversity at their core and after careful thought and consideration, I will be launching my Solutionwear brand under a new name. I will be in touch soon. Thank you for your understanding and support always."
Last year, she also made waved for sporting what she referred to as "Bo Derek braids," but what many considered to be Fulani braids, which originated in Africa.
"I remember the backlash when I had the blonde hair and that I called them 'Bo Derek braids.' But I obviously know they're called Fulani braids and I know the origin of where they came from and I'm totally respectful of that," she told Bustle later. "I'm not tone deaf to where I don't get it. I do get it."