But Kim Kardashian has seemingly gone a little too far with her latest bronzing regime.
The 31-year-old's bright orange dress was almost hard to distinguish from her deepening tan as she promoted The Kardashian Kollection at the Woodfield Mall in Schaumburg, Illinois this evening.
Bronzed: Kim Kardashian's bright orange dress was hard to distinguish from her deepening tan as she promoted The Kardashian Kollection at the Woodfield Mall in Schaumburg, Illinois this evening
Kim paired the eye-popping outfit with some nude stilettos and an oversized bag plus a gold necklace choker.
She was joined by her sister Khloe, who opted for some questionable attire.
Silly: During the event, the social networking mad celebutante posted several pictures of herself, including one of her pulling faces for the camera
Unlike her older sister, Khloe covered up with a cropped leather jacket and showed off her huge engagement and wedding ring.
During the event, the social networking mad celebutante posted several pictures of herself, including one of her pulling faces for the camera.
Sisters-in-arms: Kim also posed with her younger sister Khloe
Snap happy: Kim couldn't get enough of snapping away with her iPhone
Mom stole my look: Kim and Khloe's mother Kris matched her daughter in an orange blazer
She also posted a photograph of her and her sister in the back seat of their chauffeured car making their way to the event.
She captioned the picture: 'Koko & Kiki'.
Tangerine dream: Kim looked summer-ready in her clingy orange dress
Backseat posers: She also posted a photograph of her and her sister in the back seat of their chauffeured car making their way to the event
The reality star was snapped snoozing by her mother Kris Jenner and the Kardashian matriarch wasted no time in posting the picture to her Twitter page.
The 56-year-old mother-of-six uploaded the snap and posted the caption: 'I love that @kimkardashian still crawls in bed with me...she's still my little girl! #favoritething.'.
Off to see Kanye? Kim, Khloe and Kris arrived in New York City later this evening
Orangina: The full effect of Kim's colour could be seen under the flashbulbs
Kim was seen with her hand to her face and is dressed in a modest pair of long-sleeved grey pyjamas - a far cry from her usual sexy day-to-day image.
Kim, Kris and Khloe Kardashian are in Chicago promoting their Kardashian Kollection for Sears line together.
Kourtney, who is currently heavily pregnant with her second child did not make the trip.