It looks an awful lot like one.
A celebrity posting a photo of their halloween costume on Instagram is maybe one of the few remaining things that could be considered innocent or just plain fun in terms of celebrity culture or Instagram. No longer. The Kardashian sisters have reached the final frontier of Instagram monetization with their Victoria's Secret halloween costumes. Here's a video, posted by Kim:
Apparently, the extent to which celebrities disclose their paid posts is a legal issue and some type of disclaimer, like using the hashtag #ad, is required. Of the two sisters who posted about the costumes, the closest thing to a disclosure of sponsorship was Kim's caption, thanking Victoria's Secret for sending the costumes: "Thank you @VictoriasSecretfor sending us actual runway looks and real wings to borrow for the night!!! OMG a dream come true! Got to be a Victoria Secret Angel for the night! And Kendall got good practice lol."
The Victoria's Secret press release in relation to the dress-up sounded very commercial:
In the spirit of Halloween, Kim, Kourtney, and Khloe Kardashian along with Kendall and Kylie Jenner channeled the iconic Victoria’s Secret Angels. The sisters are clad in wings from the Victoria’s Secret Fashion Show runway, and Kylie can be seen in the bodysuit Candace Swanepoel wore during the 2015 Victoria’s Secret Fashion Show.
A Kardashians representative said that ""This was not a paid sponsorship. The girls did it just for fun," but regardless Victoria's Secret is getting massive exposure from Kim's 120 million followers and Kendall's 97.2 million.