Kylie Jenner has lit up social media after sharing a photo to Instagram in which she seemed to appear naked.
While she may have left some fans thinking she'd posted an image NSFW (Not Suitable For Work), the beauty mogul was in fact wearing a unique optical illusion 'nipple' bikini which was actually protecting her modesty.
The mum-of-two seemed to have an idea the post might invoke some raised eyebrows amongst her followers, as she captioned the shot: “Free the nipple.”
While the risqué image quickly clocked up over 8.5 million likes, it seems some fans were initially seemingly tricked by the image.
"You gotta put a warning thought i pressed the wrong app," one follower joked.
"The jump scare was real," another added.
"Absolutely screaming," yet another commented.
Turns out Jenner's choice of unique swimwear is a collaboration between Jean Paul Gaultier and stylist Lotta Volkova, which is fittingly described as the "Naked Bikini" and retails at £320.
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Images of Jenner wearing the illusion bikini were also shared to the Jean Paul Gaultier Instagram page with the caption: "@kyliejenner wearing the 'naked bikini' from our collaboration with @lottavolkova" alongside a fire emoji.
If wanting to appear totally nude is your jam, there are other products in the "Naked" line, with a "Naked Dress" and "Naked Top" also listed on Jean Paul Gaultier's website, both of which come in two different skin shades.
Of course, celebrities have been adopting the near-naked trend for quite some time, with Jenner's own sister Kim Kardashian's wet-look Mugler creation hitting the naked dress brief thanks to its bodycon aesthetic and nude hue.
Meanwhile, Rihanna's 2014 CFDA look and Beyoncé's Met Gala 2015 dress by Givenchy also ticked the are-they-aren't-they-naked trend.
A mini naked dress trend was even spawned at last year's Met Gala, with Zoe Kravitz, Irina Shayk and Kendall Jenner all getting the nearly nude memo.
The attention Jenner's optical illusion bikini is clocking up right now could well earn it a place in the most memorable celebrity outfits hall of fame.
And she would certainly be in good company.
Lady Gaga scooped the prize for one of the most out-there looks ever to be worn on the red carpet when she covered herself in a dress made of raw red meat at the 2010 MTV VMAs.
Designed by Franc Fernandez and styled by Nicola Formichetti, the dress was named by Time magazine as the top fashion statements of 2010.
Meanwhile, Miley Cyrus adopted her own take on the almost naked trend back in 2015 when she rocked up to host the MTV Video Music Awards in a barely-there strappy, silver number from Versace.
And who could forget how incredible JLo looked in that iconic green Versace dress with plunging neckline from the 1999 Grammy Awards?
So good in fact that she managed to shut down Milan Fashion Week wearing a reimagined version of the glamorous gown to mark the 20th anniversary of the dress's original outing in 2019.
Of course Jenner's sister, Kim Kardashian is pretty practiced in providing the public with incredible fashion moments, but perhaps the ultimate eyebrow raising outfit was the all black number she wore to the 2021 Met Gala.
The reality TV star arrived on the red carpet decked head to toe in black regalia including a clinging balaclava that fully covered her face.
As well as the face covering, the full-body outfit, designed by Balenciaga's creative director Demna Gvasalia, included a figure-hugging black T-shirt dress with balloon sleeves, skin-tight trousers and kitten-heeled boots.