Kim Kardashian has debuted a striking new hair transformation, returning to one of her most recognisable styles. On 15 August, the reality star and entrepreneur shared a selfie on Instagram that revealed her latest look: icy bleached blonde hair with a Y2K twist. She added delicate, tiny braids on one side of her face, captioning the post with a playful “about that time” and an emoji, sending fans into instant speculation about whether a new project or campaign is on the way.
This is far from Kardashian’s first foray into blonde. She has often turned to the shade as a way to reinvent her image for major moments. Earlier this year, she wore a blonde curly bob for a Skims x Roberto Cavalli campaign that channelled the so-called mob wife aesthetic. She also stunned with a Pamela Anderson-inspired blonde bob in December and sported platinum waves for the 2024 Met Gala, a look that sparked endless comparisons to Old Hollywood glamour.
Kardashian herself has admitted to feeling a shift whenever she goes blonde. In a 2022 interview, she reflected on how the colour changes her mood, noting that “blondes have more fun” and that she feels different whenever she makes the switch. Although she has been seen with longer brunette styles in recent months, including during her recent appearance at the Lauren Sánchez and Jeff Bezos wedding in Venice, she appears ready to revisit a lighter and more playful look.
The selfie has already gone viral on social media, with fans reminiscing about her past platinum phases and others debating whether this marks the beginning of a new trend for autumn. For Kardashian, whose hair choices often ripple into mainstream beauty culture, this latest transformation once again positions her at the forefront of beauty conversation.
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