Last week Kim Kardashian announced the launch of her new makeup range, KKW Beauty, with this photo.
The image had clearly been heavily edited, and it didn't take long before people began suggesting that the darkening of her skin was culturally appropriative at best, and blackface at worst.
A few others even edited the image back to her natural skin tone.
The next day, a new version of the image was posted on the official KKW Beauty Twitter account, in which Kim's skin was visibly lighter.
And now Kim has personally addressed the backlash.
Speaking to The New York Times, Kim said that she was "really tan" during the photoshoot, but the prospect of it being perceived as blackface didn't come up.
I would obviously never want to offend anyone. I used an amazing photographer and a team of people. I was really tan when we shot the images, and it might be that the contrast was off. But I showed the image to many people, to many in the business. No one brought that to our attention. No one mentioned it.
Kim went on to say that she understood the criticism and immediately changed the imagery. She added that she's "learned" from the experience.
Of course, I have the utmost respect for why people might feel the way they did. But we made the necessary changes to that photo and the rest of the photos. We saw the problem, and we adapted and changed right away. Definitely I have learned from it.