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Kendall Jenner walks the runway during the Giambattista Valli Loves H&M show on October 24, 2019 in Rome, Italy.

Kendall Jenner is facing backlash for her 818 tequila brand; she’s accused of darkening her skin tone in the recently released campaign photos.

The 25-year-old model was met with claims of cultural appropriation when she first officially announced her business endeavor in February, Yahoo! Life reports. People shared their opinions on the “lack of respect” Jenner showed to Mexican culture with 818’s creation. Months later, it seems that Jenner hasn’t done much to redeem herself, as her latest campaign added fuel to the fire of disappointment from Mexican people.

Jackie Mayorga, a Latinx activist, pointed out on social media “Kendall Jenner and her team were really going for that Mexican aesthetic in the ad for their new tequila… ‘Cause nothing screams authentic Mexican tequila more than Kendall Jenner wearing braids.”

Mayorga, whose TikTok video went viral with almost 500,000 likes, pointed out the obvious and subtle ways that Jenner was appropriating Mexican culture: by Jenner “cosplaying” as Mexican while using Mexican men as props, and through the use of filters that made her skin look darker.

People on Twitter chimed in on Kendall’s “culture vulture” business venture: