Vogue Italia have been accused of using 'black face' on a cover image of US model Gigi Hadid.
Confused fans asked why the May 2018 cover image looked 'nothing like her' when she shared it via Instagram on Thursday morning.
Shot by acclaimed American photographer Steven Klein, the photo shows a heavily-bronzed Gigi, 23, sharing the cover with a male model.
New cover: Gigi Hadid confused fans when she posted the new May 2018 issue of Vogue Italia, on which her appearance is dramatically different to usual
With brother Anwar and sister Bella both also in the industry, the catwalk star has one of the most recognisable faces in fashion.
Even US Vogue's sister publicationTeen Vogue published a damming article questioning Gigi's skin tone used on the cover following a sneak peek on Wednesday.
MailOnline has reached out to Vogue Italia for comment.
fashion model Gigi's mother Yolanda Foster is Dutch, while her father Mohamed is of Palestinian descent, though commenters on Gigi's proud Instagram post were vocal about the model's very different appearance.
'Looks like a completely different person,' said one fan in the comments section, while another agreed: 'This is not you...'
Who's that girl? The cover (left) appears dramatically different, both in look and skin tone to Gigi's usual appearance (right, in April 2018)
Catwalk queen: Gigi has worked for some of the biggest fashion brands in the business (here on the runway for Moschino in September 2017
'I didn't even recognize you,' said another fan, and: ''Why doesn't this look like you lol.'
'What the f**k is this?' said another and one other added: 'Completely different person.'
Some called out the overuse of Photoshop, suggesting that Gigi's appearance