Kim Kardashian continues to push the boundaries of underwear with Skims, its shapewear brand. And it does so by presenting a product intended to get people talking: a micro thong renamed “The Ultimate Bush”. A reference to “bush” which is not at all random: the thong is in fact equipped… with synthetic fuzz. The Ultimate Bush is essentially a merkin – that is, a “pubic wig”, a historical accessory used since the 15th century to cover or decorate the genital area, often for hygienic or aesthetic reasons – integrated into modern lingerie. Available in twelve color and texture variations, from blonde to fiery red, through curly and straight, the item costs 32 dollars and sold out in a few hours on the official website.
Kim Kardashian and the thong with “bush”
The presentation took place through a video on Instagram, with a Seventies TV quiz format inspired by “Does The Carpet Match The Drapes?”, an idiomatic expression on the combination of hair and pubic hair. The models showed bluish versions of the garment, creating amazement among the spectators. On the Skims portal, the item is promoted with the slogan «with our bold new Faux Hair Panty your carpet can be the color you want».
Kim Kardashian then shared images of some samples on her Instagram Stories, commenting amused: “How fun are these merkins?”. And he continued: «We have different colors, different hairs. This is crazy. Skims, baby». And the design is made on purpose to make it seem as if the briefs are not there: with very thin sides and string, only the fake fur is visible.
Skims’ provocative garments
Skims, after all, already boasts a history of bold launches: two years ago bras with fake nipples, motivate yourself with humor. Then Kardashian explained: «The Earth’s temperature is getting hotter and hotter. Sea levels are rising. The ice sheets are shrinking. And I’m not a scientist, but I believe everyone can use their skills to do their part. That’s why I’m introducing a new bra with a built-in nipple, so no matter how hot it is, you’ll always look cool.”
In May the variant with pierced nipples arrived, while in July the face wrap for the face, the “shaping band” described as «a real necessity. It shapes your double chin and jawline, and is super comfortable to wear at night or just around the house.” Initiatives that have often sparked debates on topics such as body positivity, but which strengthen the brand’s provocative image.
Social media divided
Reactions online were immediate and mixed. On Instagram, comments like «I just googled the date to make sure it’s not April 1st» or “I’m calling the police” expressed bewilderment.
On X, users wrote: «This is crazy. Kim really said “if you can’t grow it, wear it. Marketing genius or fever dream – either way, SKIMS broke the Internet again.”
Others more critical: «Kim Kardashian lost her mind with these new underwear» or «Oh Kim can’t be serious. Underpants with pubic hair? There are those who see Skims’ ideas as “a social experiment”, but according to some Kim Kardashian “is running out of things to sell to us”.