Kim Kardashian’s body foundation has only just come out but the star has already announced her next KKW Beauty collection, and this time it’s inspired by fire.

A departure from the brand’s usual muted neutrals colour palette, the Sooo Fire KKW Beauty make-up collection is a bold range of lip glosses, eyeshadows and eyeliners, featuring the bright oranges and golden yellows you would expect from a collection inspired by flames. “I wanted to create something that was fun, and completely different than what we have done before,” Kim wrote on Instagram.

This spirit of creating something completely different seems to have extended to the campaign images as well. Shot by prolific beauty photographer and Dazed Beauty favourite Donna Trope, the campaign features a blonde Kim with intense orange eye make-up and a lit match hanging from her lips. Whether it’s the messy platinum hair courtesy of hair stylist Chris Appleton or bold beauty look by Mary Phillips, the reality star looks almost unrecognisable...and fans think so too. Soon after the images were posted, fans began flooding the comments with variations on the same sentiment: was that really Kim?

“Kim this looks nothing like you,” commented one follower. “Is that Kim in the pic!?” said another.

“Is this supposed to be Kim?”

“That doesn’t even look like you Kim”

“Why do you look sooo different?”

“Who is that a pic of?”

“Too much photoshop”

Kim recently came under fire after she announced an upcoming shapewear range called “Kimono” which many people, including the mayor of Kyoto, unsurprisingly felt was culturally appropriative and completely unacceptable. Kim eventually agreed to change the name.

In spite of this controversy, the Sooo Fire collection is being received well by fans who are excited to try out the new products. “Ah this is amazing !! All of my favorite shades can’t wait to play with this collection,” wrote one follower, while another simple said: “PURE FIRE.”