Barely a month after Kendall Jenner appeared in a Pepsi commercial that drew such a concerted backlash that it was withdrawn, she's again at the center of controversy.
Vogue India has been blasted online for its decision to feature Jenner, a white American, instead of an Indian model on the cover of its 10th anniversary issue.
Many people have said it's yet another example of a missed opportunity to celebrate women of color.
Vogue India released a statement Friday offering a "few clarifications" about the cover.
"In the last 10 years, Vogue India has had only 12 international covers, including Kendall Jenner, in 2017," the statement said. "Therefore, statistically, 90 percent of our covers are Indian! And we are proud of that."
The magazine said that it wants to feature "some of the best international celebrities on our covers. Occasionally!"
Representatives for Jenner did not immediately respond to a request for comment.
A post by Vogue announcing the cover has attracted hundreds of negative comments, many of them expressing disappointment that the magazine did not hire a local model.
"Yes, it's pretty, but we're not celebrating white/European beauty standards...we're trying to celebrate Indian women of color," wrote Instagram user Sabrina Martinez, 17, adding that as a woman of color, seeing the image hurt.
"It says that's the beauty standard, it says that you can't be the epitome of beauty if you're not white," she told media. "Even this magazine that's supposed to be celebrating another culture, another type of beauty is not recognizing even what it's supposed to be standing for."