Social media went into complete meltdown Wednesday morning after former adult film star turned jewelry entrepreneur Mia Khalifa posted a bold new bathroom selfie on her X (formerly Twitter) account, wearing nothing but a towel and dripping in gold.
In the now viral image, Khalifa stands topless, her long brunette hair strategically covering her chest, a white towel slung low on her hips. What caught the eye of many wasn’t just her physique, though that certainly dominated much of the online reaction, but the glinting body jewelry that adorned her frame, a nod to her burgeoning design label Sheytan.World.
She captioned the post simply:
“jewelry designer”
Minimal words. Maximum chaos.
The Internet Worships (and Debates) the Return of the Queen
The image, which amassed over 1.5 million views within hours, was met with an avalanche of reactions, many sexual, many supportive, and some skeptical.
“She looks better than that number 1 lady in that spaces list,” one user wrote, throwing subtle shade at unnamed digital rivals.
“This is God’s perfect creation,” declared another, succinctly capturing the general thirst in the replies.
“god please take all my mutuals as sacrifice so i can be with her 🙏” tweeted another user, dramatically sacrificing their entire online network for a chance at Khalifa’s attention.
“The rebrand has been glorious to witness,” someone else praised, alluding to Khalifa’s transformation from controversial adult star to fashion forward creative.
Others weren’t so quick to separate Khalifa’s past from her present.
“This woman still wants us to believe that the image of the hypersexualized woman and the porn actress bothers her,” one critic noted.
“She never really left the game huh?” another jabbed, questioning the authenticity of her reinvention.
Still, despite the polarizing commentary, the consensus was clear: Khalifa is once again commanding the internet’s full attention and she’s doing it on her own terms.
Sheytan.World: From Lingerie Mindset to “Titty Chains”
The now viral selfie doubled as a strategic marketing moment for Sheytan.World, Khalifa’s luxury demi fine jewelry and lifestyle brand that officially launched this year. Her body is the canvas, and the brand is the brushstroke.
“Sheytan,” which means “devil” in Arabic, is described as “a universe, a vehicle for creativity and collaboration,” and was founded by Sarah Joe (Khalifa’s real name) and Sara Burn, a respected British fashion consultant who’s collaborated with Virgil Abloh, Agent Provocateur, Alexander McQueen and Kanye West.
“We started with the body, to adorn and drape with the finest chains,” the brand says. “We design with the same mindset of designing lingerie, first and foremost we dress for ourselves.”
This lingerie inspired ethos is evident in the selfie, which showcased a titty chain a body jewelry piece draped across Khalifa’s chest. One fan praised it as “very out the box but I fuck with it lol,” while others were still trying to decode the meaning of the pieces, exactly as the designers intended.
The label plays with symbolism and secrecy. “Sheytan” is treated as a power word, laced with mystique. “We play with the ‘shh’ that comes from Sheytan,” the founders explained, referring to a logo used in their art direction to represent feminine secrets and inner power.
Crafted in Florence and the UK, Not in a Faceless Factory
Unlike fast fashion or influencer collabs with vague sourcing, Sheytan.World prides itself on being deeply intentional.
Pieces are produced in Florence and the UK, using women owned, family run factories. Khalifa and Burn insist on a close, one on one relationship with every maker. “It’s not faceless,” they state. “We know who’s making this. We know who’s packing it.”
The brand emphasizes sustainability, artisanal methods and timelessness, “making for forever,” as they describe it. It’s a pointed contrast to throwaway culture and a bold repositioning of Khalifa herself as a designer who cares about legacy, not just viral moments.
From Adult Film to Power: The Mia Khalifa Myth Evolves Again
Mia Khalifa, who first gained fame and intense controversy for a brief stint in adult films in the mid 2010s, has long been a lightning rod in pop culture. Born in Lebanon and raised in the United States, she has leaned into her Middle Eastern heritage, social media fluency and aesthetic sensibility to transform her brand into something hybrid, part siren, part CEO.
Some fans on X remain fully under her spell.
“On some really real shit, I can ignore her past. Only her😔”
“They could never make me hate you.”
“Mia Khalifa needs to get back in the lab,” one joked, half suggesting she’s too hot to stay off camera, half acknowledging the high stakes design game she’s now playing in.
Khalifa herself remains mostly silent (outside of talking films, human rights issues, demanding freedom for Palestine, and other global issues), letting her jewelry and her body do the talking.
