Less than 48 hours after Kendall Jenner and Bad Bunny hard-launched their relationship with a Gucci campaign, Kim Kardashian uploaded a series of selfies dressed in a scant crystalline bra from the brand’s autumn 2023 collection. Shot on what looks like a Nokia 2660, the images evoke the found footage associated with true-crime documentaries: all eerie backscatter and floating orbs.
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That Kardashian should switch out her months-long patronage of archive Chanel for current-cycle Gucci should come as little surprise. She is a mastermind of inserting herself into viral media cycles, particularly when the first episode of her own TV show centered on her supposed appropriation of Kourtney’s relationship with Dolce & Gabbana. The truth is: Kim doesn’t need a contract to act as an ambassador for a major fashion brand. She can just upload something with the caption “It’s all Gucci.”
Instagram users are piling onto Kim Kardashian’s account with comments like, “So Kourtney was right… she has to make everything about her.” But I imagine she is reading these criticisms with a knowing smile, confident in the fact that she’s always had a thing for Gucci lingerie. In 2018 she sparked a culture-wide desire to shop vintage by posting a Tom Ford–era Gucci G-string to Instagram—which is to say: “I got married in Italy. Am I saying you copied me by getting married in Italy?”
This article first appeared on British
