Kim Kardashian's Ex-Employee Claims She STAGED The 2012 'Flour Bomb' Incident

Former media strategist for Kim Kardashian, Sheeraz Hasan, is claiming that the Skims founder was the brain behind the 2012 "flour bomb" incident.

The public relation agent has revealed in a new documentary that the reality star was in on the act, despite previous claims laying the blame on the animal rights organization PETA.

Hasan said that the event was staged to draw attention to the reality star's True Reflection perfume and that he had multiple conversations with the businesswoman on her team about it.

In the past, Kardashian revealed that she craved fame during her early years, a claim that Hasan had also noted in a different interview.

Read on to learn more.

Hasan, who has collaborated with Kardashian several times since 2005, reportedly disclosed in a new documentary that the reality star's iconic 2012 "flour bomb" incident was actually a staged "media moment."

The said episode happened at the True Reflection perfume launch in West Hollywood, California, as seen in the British Channel 4 documentary "The Kardashians: Billion Dollar Dynasty," per The New York Post.

At the time, it was assumed that the animal rights group, PETA (People for the Ethical Treatment of Animals), was behind the incident, as it was claimed that a member of the organization was the one who threw the flour.

Kardashian herself had also denied that she had prior knowledge that it would happen.

Now, Hasan claims multiple "discussions" were held with the reality star and her team and that she acceded to being "flour bombed" at the event so that the press covered it.

In the documentary, Hasan narrated how the conversation behind it all went down with Kardashian and her team.

"OK, this is what's going to happen. You're going to be fine, you're going to be safe, but we're going to create a media moment. If we create media gold, guess what's going to happen? Everyone's going to be talking about your perfume, everyone's going to buy it," he recalled the then-discussion with the reality star.

"Are the team in on it? Of course, they're in on it," Hasan added. When the incident did occur, the alleged PETA activist, Christina Cho, was said to have yelled the slur "fur hag" at Kardashian as she threw the white-powered food substance at her.

Cho was held by hotel security till the authorities arrived, while Kardashian went to a private room to change before finishing her outing. The reality star also chose not the press charges after the incident.

At the time, PETA denied being responsible for the flour incident, refuting that they had any association with Cho, who was widely recognized to have spearheaded anti-fur demonstrations under its banner.

The animal rights organization and Kardashian had clashed on fur-related issues in the past, leading to the reality star making a number of fashion changes.

While it is still unclear if Kardashian was behind the "flour incident," Lisa Lange, a senior vice president of PETA, recently shared that they are happy the Skims founder has stopped wearing fur apparel.

"Perhaps the bigger reveal is that Kim's assistant is a secret PETA member?" she told the New York Post. "We may never know, but we do know that Kim's now fur-free, and that's what really matters to us and to the animals she's preventing from being caged, tortured and electrocuted for fur."

Kardashian was renowned for going out and frequently appearing in paparazzi photos in the early years of her career.

In 2021, she revealed in an interview that she was hungry for fame while she was still up and coming. This confirmed a statement made by Hasan in 2020 that she had once told him about her desire to be "one of the most famous people in the world," per the New York Post.

Kardashian shared in the then interview with Bravo showrunner Andy Cohen about how she deliberately sought after the paparazzi on some occasions.

"I knew exactly where they were, so if you wanted to be seen - anytime I got hair and makeup for the show, there was no way I was going home and washing it off," she said, per The Sun.

Kim continued: "I would stop off at Robertson. I would stop off at The Ivy and would pick up something to go - even if it was just some bread to go. Anything! An empty bag!"