Over the weekend, Kim Kardashian posted a bunch of Instagram photos posing with her eldest daughter, North West.

North, who is 9, and Kim were matching in head-to-toe Chanel — quite literally down to their sunglasses and purses.

And despite being only 9 years old, North struck a series of poses for the camera with apparent ease, even holding her shades down at an angle and tilting her head to the side in one of the photos.

Seemingly aware of her daughter’s chic demeanor, Kim captioned the photos, “It’s North’s world, I’m just in it.”

But before long, Kim’s post was flooded with comments questioning why North appeared so much older than a typical 9-year-old.

“YO IS SHE 9!?” one person wrote in apparent disbelief. “9!!!!! She looks about 21!!” said another.

Many users accused Kim of dressing North “like a teenager” or a young adult — something that she’s been called out for on several occasions over the past year.

"You dressed her like a teenager, she is to young only 9," one comment read.

“She’s only 9 but dresses like a teen,” someone else agreed, while another user echoed, “She is 9 or 10 but dresses and acts 20.”

One user added, “Why use this baby as a flex?! Aren’t you Kim k ????? Keyword: baby,” while another wrote, “Kim come on she’s a baby!”

And on this note, several more people called Kim out for seemingly encouraging North to “grow up far too fast” instead of acting like your regular 9-year-old.

“She's only 9 leave her to live her age,” one comment read. “you’ve made her grow up far too fast,” said another.

And among the heaps of critical comments under the post, one user in particular labeled Kim Kris Jenner “2.0” — a reference to the KarJenner momager’s long-running obsession with pushing her kids into the spotlight.

For those who aren’t aware, Kris pretty much created the Kardashian brand at her kids’ expense, having heavily encouraged them to star in E! reality show Keeping Up With the Kardashians back in the day — which she signed onto without informing any of them first.

By her own admission, Kris was so desperate to be famous herself that she pushed her children to pursue all sorts of things — like Kim’s infamous nude Playboy shoot — against their will.

In fact, Kendall and Kylie Jenner were just 10 and 9 respectively when KUWTK first aired, meaning that they were far too young to consent to having their lives displayed on camera. And in recent years, they’ve both been vocal about disliking their fame and status, with Kylie even stating that she feels she “wasn’t supposed to be famous” at all during a 2016 episode.

With all this in mind, several Instagram users couldn’t help raising their eyebrows at Kim’s repeated Instagram posts of, and public appearances with, North — especially given that the 9-year-old has also expressed her discomfort at their family’s fame numerous times over the years.

“She’s already started. Kris 2.0,” one user wrote under Kim’s latest post, while several Twitter comments in recent weeks have echoed the same sentiment.

“Kim is the next Kris Jenner and North is the new 10%,” someone tweeted earlier this month.

@Thestallion270 / Via Twitter: @Thestallion270

“All from the Kardashians 2.0 Playbook, as written by Kris Jenner. As Kim’s star starts to fade, prominently place North in these spaces. She looks so uncomfortable,” someone else wrote under a photo of North accompanying Kim at the 2023 Met Gala.

@AJP_0130 / Via Twitter: @AJP_0130

“Kim pullin Kris Jenner moves on North already. She’s too young,” another tweet read.

This isn't the first time Kim has been called out for trying to build a brand for North despite her age.

In the final season of KUWTK, an entire plot point was constructed around unmasking the person behind the popular North parody account, @norisblackbook, which is known for its sassy commentary from North's perspective.

At the time, Kim was criticized for centering her then-7-year-old daughter so heavily in the episode and for attempting to establish a public persona for her by repeatedly saying how accurately the account captured her personality.

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