Kanye West has publicly praised wife Kim Kardashian for securing billionaire status today, but his congratulatory message – which featured a bizarre photo of vegetables and flowers – has backfired.
Responding to West's tweet, many fans were quick to call out the mega-rich couple for their tone deaf social media presence, flaunting their eye-watering wealth as millions face unemployment in the US amid the global pandemic.
It comes after 39-year-old reality star Kim's KKW beauty brand was valued at a billion dollars, with Kanye himself labelled a billionaire earlier this year.
The rapper, 43, wrote to his Keeping Up with the Kardashians star wife; "I am so proud of my beautiful wife Kim Kardashian West for officially becoming a billionaire.
"You've weathered the craziest storms and now God is shining on you and our family."
Along with his tribute, in a very Kanye move, he shared an image of fresh produce and flowers laid out in the sun. Naturally.
"So blessed this is still life," he captioned. "So I made you this still life."
"We love you so much," the musician added.
The message – particularly the reference to long-running reality star Kim "weathering the craziest storms" – rubbed many social media users the wrong way.
"Is this really the time to announce pride at your wife becoming a billionaire?" one said.
"I'd suggest those who have somehow kept their businesses afloat and/or recovered from Covid have 'weathered the storm'."
Another added, "Billionaire being a measure of success when black people are dying, the world is burning and the economy failing. Okay."
To make matters worse, the tweet comes shortly after Kim was photographed heading to a celebratory lunch in LA without a face mask, despite recommendations from LA county Department of Public Health to wear one in public.
Beauty conglomerate Coty recently acquired a 20 per cent stake in Kim's KKW Beauty, valuing the cosmetics and fragrance business at US$1 billion ($1.5b).
"The deal is for a long-term strategic partnership to launch products in new beauty categories and expand across the globe from top to bottom," TMZ reported on Monday.
Sources have also told the site that Coty acts as a licensee for skin, hair, personal and nail products, giving Kim the potential to expand the KKW Beauty brand's services.
The mum of four – who shares kids North, 7, Saint, 4, Chicago, 2, and Psalm, 1, with Kanye – announced the news of her Coty deal via a statement.
"Partnering with an established organisation like Coty will be instrumental in the advancement of my brands as their global reach allows for faster expansion so people around the world are able to experience new launches first hand," she said in the release.
"This relationship will allow me to focus on the creative elements that I'm so passionate about while benefiting from the incredible resources of Coty, and launching my products around the world."
Over on Instagram, she told fans she felt "so blessed and forever grateful" beneath an all-beige snap.
Kim's news comes just weeks after little sister Kylie Jenner, 22, was stripped of her billionaire title by Forbes, who had earlier declared her one.
The publication claimed Kylie lied about her wealth and the amount of taxes paid.