From sculpted shapewear to nipple bras, Kim Kardashian’s Skims has never shied away from a viral moment — but with the launch of “The Ultimate Bush,” her brand might have just peaked down under.
“With our daring new Faux Hair Panty, your carpet can be whatever color you want it to be,” a post shared via Skims’ official Instagram account announced on Tuesday, October 14.
Along with the launch came a new 1970s-style game show-inspired campaign that’s equipped with shock value. “Our most daring panty yet,” as described by Skims’ website. “Hand-made in a super sheer, stretch mesh, this string thong features a mix of curly and straight faux hair in twelve different shade variations. Complete with elastic side straps. Fits true to size.”
The $32 thongs feature a fuzzy front section with straight and curly faux hair and a G-string backside. The panties must be cared for delicately as it’s noted they can’t be thrown in the dryer or dry-cleaned. “Hand wash cold with like colors,” per the site.
Among the limited-edition options are Clay Blonde Straight, Clay Ginger Straight, Clay Brown Curly, Clay Black Curly — most of which have already sold out hours after the launch. Sizes available for purchase range from XXS to 4X.
Skims previously pushed style boundaries with their nipple bras, which came with and without faux piercings.
Kardashian, 44, also raised eyebrows with the release of Skims’ face wrap, marketed as the brand’s “first-ever face innovation.”
“This must-have face wrap boasts our signature sculpting fabric and features collagen yarns for ultra-soft jaw support,” per the press release. “Velcro closures at the top and nape of the neck allow for easy, everyday wear.”
In June, Skims also dropped the “ultimate hips” collection designed with soft foam pads embedded at the hip to accentuate an hourglass figure as well as a raw cut leg opening.
The hip shapewear sold for $108 and made headlines with its release.
Kardashian spoke out about the conception of her shapewear brand, telling TIME Magazine in 2023 that it was born out of a “very vulnerable” place.
“It’s just a part of me,” she shared “I take it really personally. It started off of my body and my shapes, and it’s very vulnerable.”
“It started off with simply finding shapewear that was a skin tone that would match my color,” Kardashian explained, revealing that she would resort to her own methods to get her desired look. “I used to take my shapewear and dye it with tea bags and coffee in the bathtub.”
The reality star noted that she was very involved in the process, revealing that she likes to try the pieces on herself. “I know how I like things to feel. There’s never been a product that I haven’t seen and approved.”
As for the success of her brand, Kardashian said it’s been a huge honor. “Obviously you dream big and you have big hopes but this definitely exceeded everything that I ever imagined especially starting as primarily a shapewear brand,” she proudly added of her accomplishment. I’m also the kind of person where I never get too excited, but there are those moments.”
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