Kylie Jenner Channels ’90s Pamela Anderson With Blonde Bombshell Makeover

Kylie Jenner is tapping into peak ’90s nostalgia, and fans can’t get enough.

The beauty mogul and reality TV star turned heads once again in a sultry new campaign for her fashion brand, Khy, this time drawing clear inspiration from none other than "Baywatch" icon Pamela Anderson.

With her makeup kept minimal and soft, featuring a natural lip and glossy eyelids, Kylie Jenner's look serves as a subtle nod to Anderson’s recent makeup-free appearances and stripped-back style.

In the teaser video shared on social media, the 27-year-old billionaire stuns in a form-fitting red halter dress while donning a voluminous blonde updo reminiscent of Anderson’s signature hairstyle from her '90s heyday.

Set in a moody hotel room, the video captures Jenner playing the part of a glamorous but disenchanted bombshell. She sits silently at a table before nonchalantly pushing a glass of wine off the edge, letting it shatter dramatically on the floor.

The moment feels equal parts retro and rebellious.

In a final scene, Jenner flashes a set of car keys attached to a red keychain emblazoned with the word "Khy" in white block letters. The brand left fans guessing with a cryptic caption, "something’s coming…"

While the promo seemingly teases new products coming, fans couldn't ignore the fact that Kylie rocked platinum blonde hair.

"The hair !!" one X user wrote.

"Omg shut up!" another said.

"Okay, Ms. Pamela," a third wrote, referring to the one and only Pamela Anderson.

While Khy has been pretty successful overall, it hasn't come without some bumps in the road.

Earlier this year, the brand was under fire as online critics accused the label of prioritizing profit over practicality, branding it a "money grab fast fashion retailer" in heated discussions across Reddit and social media platforms.

While her sisters Kim and Khloé Kardashian have found massive success with SKIMS and Good American, respectively, Kylie’s Khy, which launched on November 1, 2023, has struggled to strike the same chord with consumers. Despite an impressive $1 million in sales during its first hour, many shoppers are now voicing concerns that the brand lacks accessibility and affordability.

"Is the brand actually doing well? Is the buzz there? Is it a money grab? Have you brought something from Khy? Has she kinda lost her impact?" one Reddit user asked.

"Where does one wear this to? They're sequin volleyball shorts," another asked, to which a third jokingly replied, "Grocery store. Perfect for when you need to get some eggs."

Despite the backlash, Kylie Jenner continued to flex her fashion and marketing dominance after teaming up with British fashion label Poster Girl for a sleek and sultry collection. It helped generate a staggering $4.5 million in media impact value (MIV) within just one week of its March 18 launch.

The top-performing piece of content is a now-viral TikTok video posted by Jenner herself featuring a cameo from none other than Kris Jenner. The playful video has amassed over 29 million views and more than 5 million likes, contributing $1.8 million in media exposure alone.

“I’ve been a huge fan of Poster Girl’s bold, empowering designs for years, and to create a collection with Natasha and Francesca that embodies that energy is so exciting,” Kylie said in a statement regarding the collaboration. “We’ve poured so much passion into every detail, making sure each piece feels both nostalgic and modern. The high-shine, body-skimming latex is the star of the show, and is the perfect blend of sexy and sophisticated."

She added, "From the minidress with the thigh-high slit, to the body-hugging maxiskirt, each silhouette is designed to flatter and showcase your curves."