In case you didn't set your alarm on Monday morning, Kim Kardashian's shape wear brand, Skims, finally launched in the UK.
Thankfully I was that early bird who helped Kris Jenner get her 10% and am now eagerly awaiting my Selfridges delivery.
As Skims goes global, Kim continues to add to the brand and her latest collection is inspired by a snack that can masquerade as savoury or sweet.
While waffles have never really taken off here in the UK, those Americans have taken the waffle to their hearts.
Kim's waffle collection looks super cosy and for her campaign images, Kim also gave her hair the waffle effect.
No, she didn't pour golden syrup over herself, instead she she went to town with the hair crimpers.
Sitting, surrounded by towers of butter drizzled waffles, Kim looked as glam as ever, with her long, dark hair crimped from root to tip.
We all know from the bucket hats on our Instagram that we're in the midst of a '90s fashion revival and if butterfly clips can come back, why the hell can't crimpers?
Kim kept her look modern with her nude glam makeup and lots of chunky gold jewellery.
Sharing some behind the scenes clips on her Instagram stories, you can see Kim's crimps in more detail, plus the work that goes into creating these incredible photoshoots.
Is anyone else getting Britney vibes from this? Remember when she used to always crimp sections of her hair? Please say that style is making a comeback.
If you want to create the crimps at home (why would you not), you can first of all try using your hair straightener, which will give you that kinky texture but in bigger sections.
If you wanna go all out, we suggest investing in this by Babyliss.
Now all you need to do is invest in a waffle maker...
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