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Gen-Z’s been out here preaching empowerment ... but one TikToker's taking it to the next level -- trying to smash the taboo around a word that’s traditionally a total no-go.

Kayla Malecc, with a whopping 13.8M TikTok followers, is teaming up with Spencer’s to launch a collection that embraces the C-Word -- saying her goal is to reclaim it as a tool for self-expression and redefine language on her own terms.

Yup really -- her collection’s got tees, hoodies, and hats boldly rocking the word ‘C***,’ plus other sassy slogans like "Ur Son Is A Hoe," "Ridin' Ur Cowboy," and "Slut."

Jessica Alba’s ditching the L.A. clouds for some Mexican sunshine ... turning her split from with Cash Warren into the perfect excuse for a little R&R.

The actress has been out and about since filing for divorce last week, and she was living her best life in Cabo Thursday -- bikini on, glow up strong, and soaking in all that sunshine.

Jessica was keeping it chill and topping up her tan -- all while hanging out with her 7-year-old son, Hayes, who she shares with Cash.

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Anthony Mackie's Sam Wilson dons the red, white and blue as he steps into Steve Rogers' role for the first time on the big screen in this weekend's "Captain America: Brave New World."

And with a new Marvel movie comes mountains of merch!

From new action figures to toys, t-shirts, watches and more covered with the faces of Cap, Red Hulk and the new Falcon, we've pulled together the sweetest swag celebrating the latest additions to the MCU.

Sam dons a new suit in the new film, meaning there's a new action figure to go with it!

The Hip Hop world is currently hovering around Drake's subliminal shots toward Kendrick Lamar and others from his new R&B album, "$ome $exy $ongs 4 U" but let DJ Akademiks spoke to Drake and concludes the project his Drizzy putting the beef in the rearview mirror!!!

Big Ak joined TMZ Live on Friday to give his breakdown of Drake's new joint project with PartyNextDoor and tells us he chatting with Drake ahead of the album's release ... The Boy never planned to make the LP a Kendrick response record.

There are a few digs, Drake mocked the thought of strippers dancing to dictionaries to decipher Kendrick's lyrics on the song "Gimme a Hug" and referenced the diss of the moment on the track "Celibacy" ... "F***, I guess it's up and it's stuck/We'rе not like them, baby, and they're not like us, either one."

A$AP Rocky's trial is winding down ... but, tension between Rocky's team and prosecutors keeps heating up -- 'cause in the middle of closing arguments, A$AP's lawyer and the state engaged in a war of words.

Joe Tacopina -- the defense counsel for Rocky -- delivered more of his ending remarks Friday morning ... during which he repeatedly claimed A$AP Relli, Rocky's former friend turned assault accuser, perjured himself.

Prosecutors took issue with the terminology ... and, prosecutors objected to the language during the argument -- though the judge ultimately allowed it.

1:22 PM PT -- Bryan Freedman tells TMZ, "Mr. Ari Emanuel is notably one of the best agents, and clearly the most loyal, in Hollywood. As I understand it, Justin hasn’t been called ‘Bologna’ since the fifth grade. Perhaps Ari’s perspective would be different if they had ever met in the half decade they were clients of his agency."

Ari Emanuel, CEO of William Morris Endeavor, is mocking Justin Baldoni and throwing his support behind Blake Lively and Ryan Reynolds ... explaining why he fired Baldoni from his talent agency.

The Hollywood honcho speaks out on the "It Ends With Us" drama in an upcoming "Freakonomics" podcast appearance with host Stephen Dubner.

Ari takes a few colorful shots at Justin, his former client at WME ... saying, "I mean it is a f***ed up, bad situation what Bologna ... Baldoni ... whatever his name is ... is doing."

Gene Allen -- a rapper and actor who appeared in a few well-known flicks in the 1990s including "House Party" and "What's Love Got to Do with It?" -- has died ... TMZ has learned.

One of Gene's family members tells TMZ ... Gene, known by his nickname "Groove," passed away suddenly Wednesday at his home in Maryland. We're told this was a result of a medical emergency

We're told Groove's passing came as a complete shock to the family ... though we're told no foul play is suspected.

Indeed it's Valentine's Day and the celebs are gloating all over social media -- sharing their love for their signifant others, their pets, kids and even themselves!

Bad Bunny kicked off the V-Day vibes with a solo shot, holding on tight to a bouquet of flowers and a big red balloon and Gwen Stefani and Blake Shelton poured on the romance thick seen in their cute pic!

Goin' back in time, model Cindy Crawford and hot hubby Rande Gerber shared their first photo taken together, and Victoria and David Beckham followed suit with a couples' pic themselves!

Comedian Jeff Dye's taking a blowtorch to Sarah Hyland's family-friendly image -- 'cause he says the sitcom star's the worst -- and, he went out of his way to ruin her big moment on a movie set.

Dye sat down for an interview on "The George Janko Show" ... and, he talked about his time on "The Wedding Year" -- a 2019 rom-com starring Hyland, Tyler James Williams, Jenna Dewan and Anna Camp.

In the movie, Dye plays Camp's character's husband ... a role he says landed him on set for all of 30 seconds -- long enough to see Sarah's worst parts, Jeff claims.

Justin Baldoni is turning his focus away from the Blake Lively legal war and focusing on surfing ... catching waves in Hawaii ... and looking absolutely ripped.

Check it out ... the actor is shredding waves and showing off his shredded muscles in nothing more than a pair of board shorts.

Surfing's a pretty grueling workout -- for the legs, core and upper body -- and Justin is seeing the results ... dude's looking like a total hunk.

Tekashi 6ix9ine says a ghoulish package was delivered to his Florida home Thursday ... a fake casket emblazoned with the name of his slain nemesis King Von, TMZ has learned.

The rapper told cops the bizarre incident went down last night at his mansion, while he was making music at a recording studio in Miami.

According to the police report, obtained by TMZ, Tekashi's brother was hanging out at his home when someone dropped off the black box in the shape of a coffin along with a bouquet of flowers and a pet box.

Marshawn Lynch is adding to his IMDb page -- the NFL great will appear in the hit HBO show, "Euphoria."

The former Super Bowl champion running back will join Zendaya and Sydney Sweeney in the third and final installment of the series, which is set to premiere in 2026.

In addition to Beast Mode, singer Rosalia and actor Kadeem Hardison (known for his role in "A Different World") also reportedly joined the star-studded cast.

11:44 AM PT -- Howie Roseman's clearly doing fine ... he just addressed the Philadelphia crowd with the Lombardi Trophy in his hand and yelled, "I bleed for this city!"

Howie Roseman apparently needs some pass-catching pointers from A.J. Brown ... 'cause the Eagles exec just sustained a facial injury out at Philadelphia's Super Bowl parade following a failed beer can toss.

Check out some photos of the Philly general manager on Friday ... he's walking the parade route with a big ole gash on his forehead -- after he reportedly couldn't snag a flying alcohol container from a fan.

Thankfully, while the wound looks gnarly, Roseman's remained in great spirits. He's actually been spotted with a smile on his face ... and a stogie in his mouth!

The White House is spreading a message of love on Valentine's Day ... unless you're an undocumented immigrant -- in which case, the president ain't got a soft spot for you.

The official account for the White House just posted a V-Day card with its nearly eight million followers ... featuring Donald Trump's head, and the head of Tom Homan -- the "border czar" appointed by Trump to handle immigration back in November.

The two heads appear on a field of pink with tiny hearts scattered in the background ... and the rhyme "Roses are red, violets are blue, come here illegally, and we'll deport you" written on top.

Steve Martin is gearing up for one of the biggest performances of his career for the 'SNL' 50th anniversary special ... and he's doing it alongside some of his famous friends.

Steve turned heads on Thursday night at the legendary Comedy Cellar in NYC, when he spontaneously took the stage to workshop material. Sources with knowledge tell us his jokes are in preparation for the massive 'SNL' show this upcoming Sunday.

We're told 'SNL' legends Martin Short and John Mulaney joined Steve onstage and participated in his bit.

Patrick Mahomes' family is mourning the loss of his grandpa on Friday ... with his mom, Randi, sharing a heartbreaking farewell to Randy.

"Hard to find the words of holding my fathers hand as he goes to Heaven," the Kansas City Chiefs superstar's mom said on Instagram.

"I know he’s in a better place. I love you daddy. Well done, good and faithful servant!"