Kim Kardashian is known for changing up her look on the regular. Whether it's blonde hair and a Marilyn Monroe dress, bleached eyebrows and a jock strap, or nose rings for Fashion Week, the Skims founder is a style chameleon. But one look we were not expecting her to try was early Noughties "chav" makeup.
Kim uploaded a video to TikTok on 17 Jan. of herself (badly) applying makeup to the sounds of "M to the B" by Millie B, a Blackpool rapper who released the song back in 2016 when she was just 16 years old. The viral trend first took off in 2020 where #chavmakeup and the #mtothebchallenge involved users adopting a look that became synonymous in Britain with "chav" subculture, a derogatory name for a young people who behaved in a loutish manner, typically dressed in casual clothing. The aesthetics linked to "chavs" was typically thick foundation, unblended contouring, thick eyebrows, false eyelashes, very light lipstick with darker lip liner, and hair tied into a topknot.
In the 15-second video, Kim starts by chewing gum and piling her hair onto the top of her head. She then thickens her dark eyebrows into a haphazard shape and pours foundation onto her cheeks (which is notably the wrong colour). She adds a much lighter concealer under her eyes, adds dark contouring on her cheeks, and a pale pink lip gloss. And voila! Her transformation into British "chav" is complete.
Fans were quick to comment on Kim's new look. One wrote, "The Kategory is UK" while another eagle-eyed fan spotted Kim used her sister's cosmetics line to achieve the trend, writing "Kylie is going to send a cease and desist for using a Kylie Cosmetics". Perhaps this is Kim getting her own back after Kylie failed to tag Skims in a recent Instagram post?
Kim has been adding sass to her social media posts of late, regularly posting videos with her daughter, North West. While we love seeing Kim poke fun at her family and adopt viral trends, we wonder whether she'll really embrace her UK era and try the 2000s Frazzled English Woman trend next?