A photo of Kim Kardashian wearing long braids at an event has been used to promote an "African hairstyle" at a hair salon in Brussels, Belgium.
The image was likely used without permission from the reality star, 41, who has been previously accused of cultural appropriation multiple times.
The ordeal comes right on the heels of the mogul being accused of "blackfishing" in her recent Vogue cover shoot.
The Instagram account Diet Prada posted the photo of the hair salon’s ad and pointed out in their Instagram Story how Kardashian modeled traditional hairstyles in her Vogue shoot.
In the salon advertisement, Kardashian was wearing Fulani braids, a style that is attributed to an ethnic group who hail from West Africa, where the hairdo is a popular look among women.
In a separate post, the account shared an image of Kardashian from her Vogue magazine interview, with the caption: "Kim and Vogue said 'Black History Month.'"
The photo featured the businesswoman modeling several African-inspired hairstyles and clothes.
In the comments section of Diet Prada's post, fans couldn't help but clap back at the Keeping Up With the Kardashians star for once again being called out for cultural appropriation.
"In the middle of Black History Month, they drop this on us. So *tired* of being told a Kardashian is 'redefining beauty' when black women have been setting beauty and style trends for decades," one critic wrote.
Another added: "Well we all know Kim has made an entire business from trying to be black. From body, men, and so on."
A third commented: "When I saw the shoot I literally said 'whew she wants to be a black woman so bad.'"
"Does…. Does Kim KNOW she’s not actually black?" another added.
The reality TV star has not yet addressed her latest accusation of "blackfishing" or the Belgian hair salon using her image.
The mom-of-four previously caused controversy when she wore cornrows to then-husband Kanye West’s fashion show last year.
She even responded to the issue regarding her fashion choice in a December article of i-D magazine, explaining that she was just trying to appease her and West's daughter, North West.
"Obviously, I would never do anything to appropriate any culture," she said. "But I have in the past got backlash from putting my hair in braids and I understand that."
"Honestly, a lot of the time it comes from my daughter asking us to do matching hair," she continued. "And I’ve had these conversations with her that are like, 'Hey, maybe this hairstyle would be better on you and not on me.'"
