Kim Kardashian’s shapewear brand, SKIMS, has once again sent the internet into a frenzy — this time with the release of a $32 faux pubic hair thong dubbed “The Ultimate Bush.”
The provocative product, described by SKIMS as its “most daring panty yet,” hit the market on October 14 and sold out within 24 hours, leaving thousands on a growing waitlist.
The skimpy undergarment features synthetic hair textures in 12 shades, including “clay blonde straight,” “sienna ginger straight,” and “cocoa black curly.” Available in sizes XXS to 4X, the company says the thong’s “super sheer, stretch mesh” design allows women to “match or switch up their carpet color at will.”
SKIMS teased the launch in a 1970s-style game show parody, featuring the cheeky slogan: “Does the Carpet Match the Drapes?” In one clip, a contestant smirks at the camera, saying, “Match, don’t match — or switch it up mid-day.”
While Kardashian promoted the line on her Instagram Story—calling the items “merkins” and joking, “This is insane. SKIMS, baby!”—she refrained from modeling the piece herself.
Online reaction has been deeply divided.
Some critics accused Kardashian of further commodifying the female body. One X user wrote:
“All jokes aside about the Skims Bush panties — it’s disgusting to watch every part of the female body become commodified. They told us to remove it, now they’re selling it back to us.”
Others, however, praised the creativity. One TikToker, who bought five styles, posted:
“The KarJenners are iconic trendsetters. I’ll be wearing mine to my company’s year-end gala!”
Another user noted the design could have appeal for women experiencing hair loss due to chemo or alopecia, though admitted that it likely wasn’t the brand’s original intent.
SKIMS is no stranger to shock-value marketing. In 2023, it launched the viral “Nipple Bra” to raise awareness for Breast Cancer Awareness Month, followed by a “faux piercing” edition earlier this year.
Now, the Ultimate Bush has cemented SKIMS’ reputation for pushing boundaries — and for turning controversy into cash.
As the company’s waitlist grows, one thing’s clear: whether you love it or loathe it, Kim Kardashian has everyone talking again.
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