Kylie Jenner has again been accused of "blackfishing" after fans comment on a video showcasing her new darker tan.
The makeup mogul shared a video with her 277 million Instagram followers last week in which her complexion looked a lot darker than usual.
The 24-year-old struck a pose in one of her luxury cars and was accused of "blackfishing" by a number of users on the social media platform.
It's the latest in a long line of criticism aimed towards the famous family, who have been called cultural appropriation accusations on a number of occasions.
One person commented: "Nobody talks about kylie's blackfishing huh?"
Another wrote: "I thought that was beyonce at first glance," while a third penned: "WHY IS HER SKIN COLOR LIKE THAT?"
A fourth said: "It’s hard to believe that this woman has a fully white background. Anyone would think she’s mixed race with this tan."
Kylie was seen in the clip posing behind the wheel of her customised Rolls Royce alongside sister Kendall Jenner. She mixed up chatting to her sister with pouting at the camera.
During their chat - in which Kendall also looked more tanned, which led some to believe the star was using a filter - Kylie joked about having " pregnancy brain".
Her "new" appearance had people compariing the star to former Little Mix singer Jesy Nelson who has also been surrounded by criticism after releasing her debut solo single's music video.
Another fan wrote: "so y'all get mad at that Jesy Nelson girl for 'blackfishing' but nobody says anything when it comes to Kylie??? I'm just confused."
"Kylie and Jesy fighting to see who can be the queen of black fishing omg," joked another.
Sister Kendall was called out earlier in the year for her cultural appropriation after she released her own brand of tequila.
In May, the 25-year-old officially launched her label, named 818.
Posting a series of atmospheric images on her Instagram feed, Kendall was seen either drinking the spirit or leading a horse in an agave field. Kendall was dressed in jeans, with her hair in plaits and a cowboy hat around her neck. In other pictures, she watches as a farmer sips tequila or works on the land.
The "818" supposedly refers to part of the area code for Calabasas, the city in California where Kendall grew up. However, tequila is recognised as a "Mexican designation of origin" product.
Therefore, for the drink to be a true tequila, it has to be produced in certain places in the country, and not in the USA.
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