On Tuesday, Kim Kardashian posted a TikTok video in which she gave herself a “British chav” makeover to the sound of “M to the B” by grime rapper Millie B.
In the clip, Kardashian jumped on TikTok’s “chavmakeup” and “mtothebchallenge” trends — transforming herself into a British chav with badly applied contouring, thick eyebrows, and extremely light lipstick.
Definition: A chav is a derogatory name used to describe a lower-class young person in Britain known for engaging in loutish behavior. It is the nearest British equivalent to “trailer trash” in the U.S.
Why it matters: The video is a step away from Kardashian’s usual picture-perfect Instagram aesthetic. The clip suggests she is making her brand more relevant in the TikTok era — where funny, relatable, and candid content is king.
- Kardashian first posted the video on her shared TikTok account with her daughter North West (which has 12.7 million followers) that has more “fun” content. She also uploaded the same clip to her personal TikTok account (that has 5.7 million followers) which typically has more “Instagram-worthy” and branded content.
- TikTok users were stunned by Kardashian’s new creative direction and apparent desire to appeal to Generation Z. Viewers suggested that that the video was her daughter’s idea: “North said mum this is how you stay relevant.”
- But the clip was otherwise praised as “iconic” and “the wildest culture clash ever.” It seems to be heading to be one of Kardashian’s most popular videos on TikTok with over nine million views in nine hours. (Her most watched TikTok video has 22 million views.
- TikTok viewers spotted that Kardashian used her sister Kylie Jenner’s Kylie Cosmetics to morph herself into a British chav.
- Millie B’s “M to the B” was also the sound used in Bella Poarch’s hypnotic head-bobbing video — which is TikTok’s most watched liked video ever with 60.7 million likes.