Kendall Jenner has finally addressed that controversial Pepsi commercial in an emotional new episode of Keeping Up With The Kardashians.
The supermodel decided not to publicly comment on the outrage over her tone-deaf ad, which was accused of exploiting and belittling the Black Lives Matter movement. Now, fans have seen how the event impacted her in the premiere of the 10 year anniversary season of KUWTK.
The footage, which was filmed back in April, shows how Kendall and her family dealt with the backlash. The young model could be seen calling on her sisters - Kourtney, Kim and Khloé Kardashian - as the media frenzy began.
"Kendall did a commercial and basically caused a huge controversy," Khloé said in a piece-to-camera. "It sucks, cause Kendall’s been taking the blame for it all. Kendall tries really hard to be socially conscious and aware of the jobs that she takes and to really think about how things affect other people, so it weighs really heavy on her heart."
The star revealed she had been so excited about landing the major contract, and following in the footsteps of the likes of Beyoncé and Pink, that she didn't realise how the advertisement could be perceived.
"I trusted everyone. I trusted the teams," she told the camera. "But after I saw the reaction and I read what people had to say about it, I most definitely saw what went wrong. I was so stuck, and I really didn’t know what to do, that I completely shut down."
"I would never purposely hurt someone ever," she continued, wiping away tears. "I would, obviously, if I knew this was gonna be the outcome I would have never done something like this. But you don't know when you're in the moment, and like, it was the most…like it was…like it was so…like I just felt so f***ing stupid. The fact that I would offend other people or hurt other people was definitely not my intent and that's what got me the most, is that I would ever make anyone else upset."
The episode also featured a clip of Kendall's conversation with Kim, which took place several weeks after the commercial was pulled.
"I just feel really, really bad," Kendall tells Kim. "I feel really bad that anyone was ever offended. I feel really bad that this was taken such a wrong way and I genuinely feel like s**t. I have no idea how I'm gonna bounce back from it."
"This is the first time you've had a scandal," Kim replies. "This is your first real experience with something like this."
"This is just gonna be the biggest lesson learned for you," Kim told her sister. "I know you're so sensitive and I know you're the last person to want to hurt someone or be insensitive…it should affect you in a way where you grow from it and you're like, ‘Okay I'm a better person from it.' You know? But I just wish that you could see that there is light at the end of the tunnel and that it will be OK if you're just like honest."