Kylie Jenner is facing mounting backlash online after the release of her latest luxury fashion campaign collided with widespread outrage over viral ICE raid footage circulating in the United States.
The 28-year-old beauty mogul unveiled a high-end shoot for her brand, just hours after clips showing aggressive immigration enforcement actions began trending across social media platforms. Fans immediately called the timing tone deaf, accusing Jenner of ignoring the growing online anger about the raids while promoting wealth and glamour.
Comment sections under the campaign posts quickly filled with criticism, with one user writing that Kylie had chosen ‘the worst day possible’ to share glossy brand imagery. Another added that the campaign felt ‘disconnected from real life,’ while some compared the reaction to the backlash Kendall Jenner faced in 2017 for her controversial Pepsi advert, which was accused of trivialising protest movements.
According to social media users, Jenner has since limited comments on several promotional posts, fuelling speculation that her team is attempting to contain the fallout. Others noted that her sister Kim Kardashian remained silent, while fashion accounts debated whether brands should delay releases in moments of national unrest.
Marketing experts online have also questioned whether the campaign could harm Jenner’s polished public image, which has been built around her global influence in beauty and luxury. Despite the criticism, the campaign remains live across her platforms and continues to attract millions of views.
Kylie Jenner has not publicly addressed the backlash. Supporters argue that the release may have been scheduled in advance, while critics insist that silence in the face of social tension only amplifies detachment from real-world issues.
The discussion surrounding Jenner’s campaign continues to spread, reflecting the ongoing friction between celebrity branding and public sensitivity to major political and humanitarian events.
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