With the rise of inclusivity in the beauty industry, it just might.

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There are a few colours that easily come to mind at the mention of Kim Kardashian’s name – nude, beige, sand, taupe, perhaps even electric pink thanks recently to her hair – but last of them all is blue.

Well, get ready to see it as she makes the colour front and centre of her latest makeup collaboration with longtime friend and makeup artist Mario Dedivanovic.

The latest KKW x MARIO’s standout product is a cobalt blue eyeshadow called Libra that brings us all back to the days of Clueless in the 90s.

To celebrate the launch, the Kueen even threw a dinner party over the weekend that included one very specific dresscode: blue eyeshadow.

“Tonight @MakeupByMario & I are having a small dinner to celebrate our collab KKW X MARIO. Dress Code—wear a blue eye. Can’t wait for our look tonight,” she tweeted.

Blue eyeshadow has long been regarded as a makeup faux pas, pre-teen experimental at best, tacky at worst. It brings to mind the teenybopper days of Britney Spears and Christina Aguilera, Mandy Moore and Jessica Simpson, along with fake tans, super low waist flared jeans and Lancôme Juicy Tube lipgloss.

It was not kind to Farah Fawcett in the 80s, neither was it to Paris Hilton in the early 00s. But it is 2018 and this is Kim Kardashian trying to make it happen. The players have changed; has the game?

With the rise of inclusivity in the beauty industry and the embracing of individual styles, blue eyeshadow might just stand a chance. Beauty is after all subjective and looks, a preference to many a varied individual. Brands like Chanel, Shu Uemura, even Dior have lately brought back the blues in varying hues from azure to periwinkle, turquoise to royal in their makeup collections.

Just as with makeup of today, perhaps keep it to a more matte profile while steering away from the shimmer. A light blue can be refreshing for spring and an inky midnight blue with heavy eyeliner and lashings of mascara oozes its own brand of sex appeal for night events.

Get the look:

Dior High Fidelity Colours & Effects Eyeshadow Palette
Dior High Fidelity Colours & Effects Eyeshadow Palette

Dior High Fidelity Colours & Effects Eyeshadow Palette

Imperceptible colour, rich pigments and spectacular staying power comes all in one in this Dior palette W dior.com

Estee Lauder Pure Colour Instant Intense Eyeshadow Trio
Estee Lauder Pure Colour Instant Intense Eyeshadow Trio

Estee Lauder Pure Colour Instant Intense Eyeshadow Trio

This trio palette allows you to highlight, define and line with an air-light powder formula that nonetheless delivers pure brilliant colour with multi-metallic effects. W esteelauder.com.my

YSL Beaute Eye Couture Palette
YSL Beaute Eye Couture Palette

YSL Beaute Eye Couture Palette

Intense, long-wearing and crease-proof colours courtesy of high concentration pearl pigments will have your eyes electrifying for up to 12 hours with this palette. W yslbeauty.com

Cle de Peau Eye Colour Duo
Cle de Peau Eye Colour Duo

Cle de Peau Eye Colour Duo

Cle de Peau Beaute infuses its silky powder eyeshadow with luxurious argan oil for silky smooth application and crease-free stay throughout the say. Take your pick from matte or satin finishes and mix and match them into your bespoke eye colour quad case. W cledepeaubeaute.com

Shu Uemura Pressed Eyeshadow
Shu Uemura Pressed Eyeshadow

Shu Uemura Pressed Eyeshadow

Experiment with delicate pastel shades with refined pearls to create beautiful gradation around the eyes and add elegant luminosity with this Shu Uemura mono shadows. Wear it thin or layered, makeup lovers will enjoy the versatility as it can be latered from sheer to bold. W shuuemura.com.my

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(Photos: KKW Beauty and respective brands)