Pakistani model Qandeel Baloch has been shot dead by her brother in Multan, Pakistani media reported on Saturday.
Qandeel's brother had been threatening her for posting bold videos and statements on Facebook.
Baloch, a Kim Kardashian-type figure, had been frequently posting semi-nude selfies on social media sites.
Though she was reviled by many and frequently subject to misogynist abuse online, Baloch had also won praise by some of the country's youth for her forthright attitude.
On Valentine's Day, she donned a plunging scarlet dress and posted a video message defying the country's president, who had issued a stern warning against the "Western" holiday. The post garnered more than 70,000 'likes'.
Ms Baloch's parents told that she was strangled to death on Friday night following an argument with her brother.
They said her body was not discovered until Saturday morning. Her parents have been taken into custody, the Tribune reported.
Ms Baloch had gone to Punjab from Karachi because of the threat to her security, police say.
"[Her] brothers had asked her to quit modelling," family sources quoted by the Tribune said.
Sources quoted by the newspaper said that Wasim was upset about her uploading controversial pictures online and had threatened her about it.
Police said he had not been arrested and was on the run.
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