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Why Kylie Jenner’s Latest Campaign is Now a Meme in the Middle East

Kylie jenner

Kylie Jenner. Photo: Instagram/@kyliejenner

Kylie Jenner’s latest Kylie Cosmetics campaign caused quite a stir on social media. The reality star turned businesswoman is often subject to online buzz, especially when announcing her wildly popular makeup collections. However, her newest release became an internet sensation in the Arab world, as Jenner appeared to channel 1990 and early 2000s Middle Eastern star glam, from pop stars Nancy Ajram, Sherine, and Haifa Wehbe.


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A post shared by Kylie Cosmetics (@kyliecosmetics)

Jenner’s newest Leopard collection campaign saw her in a feline-inspired shoot, featuring a brown smokey eye, and a dramatic eyeliner wing paired with thick black liner along the waterline, which resembled the signature 90s look sported by Arab pop icons. While it is assumed that Jenner’s style unintentionally replicated the early 90s and 2000s looks from regional stars like Ajram and Wehbe, the campaign shoot images immediately started to trend on Arab Twitter. Many were quick to point out the similarities between Jenner and Lebanese singer Wehbe’s signature looks.

Haifa Wehbe

Lebanese pop star Haifa Wehbe. Photo: Instagram/ @haifawehbe

Social media users also remarked how the Kylie Cosmetics campaign images resembled the retro pop star looks that are often seen on the walls of Arab beauty salons. Taking it a step further, some Twitter users even edited the images as posters on salon walls, while some added Sherine’s songs to the video.


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A post shared by Kylie Cosmetics (@kyliecosmetics)

Besides being one of the most-followed people on Instagram, the youngest member of the Kardashian-Jenner clan is known for her daring style and is often named as one of the most influential individuals in the world. While she is often involved in controversies due to her lavish lifestyle, and accusations of cultural appropriation, several social media appreciated Jenner’s campaign for bringing trends set by Middle Eastern women to mainstream media. “It’s actually refreshing to see a change in perception on our Arab aesthetic,” said Palestinian TikTok star Lara Radwan.

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