Kylie Jenner faces backlash over the jeans she wore during Timotheé Chalamet date

Kylie Jenner fans have been left divided over her unexpected latest fashion move.

The 28-year-old beauty mogul joined her boyfriend Timothée Chalamet, 30, for a courtside date to watch the New York Knicks’ first-round playoff game on Tuesday night (28 April).

She was papped wearing a white scoopneck tank top paired with low-waisted, raw-hemmed white Isabel Marant jeans from the spring 2013 collection, with crystal patterns snaking up the legs, as reported by Vogue Magazine.

Meanwhile, Chalamet opted for cargo pants and a dark hoodie, teamed with a black leather jacket.

While usually there would be nothing wrong with Kylie's trendy style choice, fans have been questioning why she didn't wear her own brand KHY's jeans, which feature a similar design and dropped on the same day.

Capsule World noted how the reality TV star's new clothing range is 'heavily inspired' by the designer brand Isabel Marant, so it was confusing why she didn't promote her own products.

Kylie's date night outfit choice has sparked a debate online (XNY/Star Max/GC Images)

KHY's 'sunset-studded low-rise' jeans are going for $330 on the brand's website, with some of the sizes already sold out.

The outlet wrote on Instagram: "Love Kylie, but we had to look into this. It felt crazy to see @kyliejenner sitting courtside with @tchalamet on the day she relaunched her brand wearing…the designer version of her product. Why not take that opportunity to plug your own thing?"

Other social media users chimed in with: "I thought she was wearing her KHY brand she hates it" and "She should be wearing the KHY brand jeans that she's trying to sell for $330."

"Girl fooled me omfg i thought she was repping KHY," agreed a third.

While a fourth brutally added: "At this point it is just a hobby for her or something to do. It’s just very weird to come out with a collection of studded jeans and then only promote the studded jeans the designers she hired knocked off."

And a fifth wrote: "It's like she just opens brands for money laundering or something...She doesn't market her brands adequately. KHY might end up like kylieswim, kyliebaby, Kylieskin, and all other affiliated brands she's had that weren't serious."

The reality TV star has just re-launched her clothing brand with a similar pair of jeans (KHY.com)

However, others questioned whether there was actually a more clever marketing strategy at play behind the unusual decision.

One Instagram user wrote: "She's a marketing genius! People who can’t afford Isabel Marant jeans will go for the closest affordable dupe which she’s already making so yeah."

While a second added: "Wait…I think you’re onto something here. If she hadn’t worn the IM jeans to this game, I and most others would have completely forgotten about the KHY jeans she dropped yesterday.

"Instead, we’re all up in this post commenting about the KHY jeans. Even though the topic is why isn’t she wearing them, engagement is still engagement. Maybe this is one of those Trojan marketing tricks that sounds stupid and seems counterintuitive but actually works?"

And a third questioned: "Is it horrible marketing? Or is it making people think they want the IM pants they can’t get and buy the 'inspired' KHY version instead? She seems to be trying to make studded jeans trend generally as her sales tactic, I personally think it works better marketing-wise than if she actually only wore the KHY ones!"

It's important to note that Kylie herself hasn't confirmed the collection is inspired by Isabel Marat, it's all just fan speculation.

Tyla has contacted a representative for Kylie for comment.