Kim Kardashian's SKIMS Thong: Bold Fashion Statement or Over the Top?

According to TMZ, Kim Kardashian has launched a new SKIMS line called the “Ultimate Bush,” featuring micro-string thongs that mimic pubic hair — options include designs described as “curly, straight, wild, tamed” and more.

(TMZ)

The campaign apparently leaned hard into a playful, provocative tone (with a tongue-in-cheek “Does the Carpet Match the Drapes?” face-off).

(TMZ)

Just tossing my two cents in the fountain: I'm skipping this one!

1. It feels more shock tactic than substance.

Selling underwear that “looks hairy” is an attention-grabber. But beyond the novelty, what problem is it solving? Comfort? Confidence? Practicality? I struggle to see the functional value. It comes off as a marketing stunt more than a meaningful innovation.

2. It risks normalizing something that feels forced.

We’re in an era where body positivity is gaining ground, and embracing natural hair is absolutely valid. But this feels like a parody of that idea — “hair on demand” — rather than an authentic expression of it. It blurs the line between empowerment and spectacle.

3. The aesthetic is niche — maybe too niche.

To many, underwear is about invisibility, blending in, and being comfortable. This kind of extreme statement piece probably appeals to a very small subset of consumers. I don’t see mainstream uptake beyond curiosity purchases.

4. It invites strong backlash and ridicule.

This sort of product will spark memeing, parody, and negative commentary. The more you lean into shock or controversy, the more you risk alienating audiences who think it’s tacky or over the top. And celebrities/products that court controversy often get reduced to jokes.

5. I prefer messaging over gimmicks.

If SKIMS wants to promote body positivity, hair inclusivity, or alternative beauty standards, there are subtler, more meaningful ways. Focus on representation, real stories, comfort, inclusivity, and product quality. Don’t force it into gimmicks.

Final thought

Is Kim Kardashian’s “Ultimate Bush” line brave? Maybe. Is it smart? I have my doubts. It’s provocative, but in a way that feels more engineered than heartfelt. For me, it’s a classic case of “just because you can do something, doesn’t mean you should.”

What about you — love it, hate it, or somewhere in between? Do you think this kind of underwear has a place, or is it purely novelty?

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