Kim Kardashian’s Skims brand has once again ignited a global conversation with its latest release: the “Ultimate Bush” micro string thong featuring faux pubic hair. Retailing at $32, these daring panties sold out within 24 hours of their October 14 debut, sparking a fierce online debate about fashion, body image, and marketing genius.
In a move that has simultaneously shocked and fascinated the internet, Kim Kardashian’s Skims brand launched its most unconventional product to date: a line of micro string thongs adorned with faux pubic hair. Dubbed “the Ultimate Bush,” this collection immediately sold out, proving that when it comes to capturing attention and generating sales, Kardashian remains a master provocateur in the fashion world.
The highly anticipated release on Tuesday, October 14, introduced a selection of these unique thongs in 12 different shades and textures, offering both curly and straight faux hair options. Available for $32 each and ranging in sizes from XXS to 4X, the collection quickly became unavailable, with a waitlist forming for interested buyers. Skims boldly declared, “With this iconic new panty, your carpet can be whatever color you want it to be,” a statement that perfectly encapsulated the collection’s audacious spirit.
The Skims Marketing Masterclass: Provocation as a Pillar
Kim Kardashian, 44, is no stranger to leveraging controversy for marketing gold, and this launch is a prime example. The campaign kicked off with grainy, 1970s-style game-show footage, playfully asking the antiquated question, “Does the Carpet Match the Drapes?” This tongue-in-cheek nod to an era of “au natural” beauty set the stage for a product that directly challenges modern grooming norms.
Brand strategist Amelia Ward highlighted this strategy, telling The Post that the Kardashians “thrive off of controversy and shock factor.” Indeed, Kim’s personal promotion on Instagram Stories, where she called the items “insane” and showcased the “different colors, different hairs,” further fueled the buzz. This approach aligns perfectly with Skims’ history of pushing boundaries, following previous launches like the Seamless Sculpt Face Wrap and the widely discussed nipple bra from October 2023, which featured built-in faux nipples.
The Cultural “Bush Comeback”: Fashion’s Shifting Tides
The “Ultimate Bush” thong isn’t merely a standalone shocker; it taps into a broader cultural shift in body hair trends. For years, laser hair removal and waxing dominated, making any pubic hair “down there” seem like a “hygiene crime,” as one article described it. However, a “full bush” resurgence has been observed, championed by style savants like Doja Cat and Julia Fox, who have showcased natural downstairs hair on red carpets and runways.
This trend extends to high fashion as well. John Galliano’s spring/summer 2024 couture show for Maison Margiela famously featured human hair embroidered on silk tulle to create haute couture merkins. The concept of a “merkin”—a pubic wig used in film and theater—has historical roots, notably appearing in Vivienne Westwood’s fall 1993 ready-to-wear show when model Carla Bruni revealed a fuzzy merkin beneath a faux-fur coat, as documented by Vogue. Skims’ adoption of the term “mirkin” for its product further solidifies its connection to this evolving fashion narrative.
Fan Reactions: From Outrage to Unexpected Appeal
The internet, as expected, had a lot to say about the faux hair thongs. Reactions ranged from outright bewilderment to amused appreciation:
- “Very Ed Gein of you Kim.”
- “Someone please tell me why these are out of stock. Who is buying?”
- “Kimberly, please show me the market research. Who asked for this?”
- “Don’t you dare Kimberly. I just spent a fortune on laser. We are not bringing the bush back.”
- “Like who asked for this… Chewbacca?”
However, amidst the humor and criticism, some saw a different appeal. Brand strategist Amelia Ward suggested that the product caters to an audience who might have undergone laser hair removal and can no longer grow their own hair, offering “the opportunity to achieve the natural look in an unnatural way.” One TikTok user even suggested its potential for women who have “been through chemo or who have alopecia,” though acknowledging this might not be Kardashian’s primary intention.
The Kardashian Business Blueprint: Commodifying the ‘Lady-Crotch’
The Skims “Ultimate Bush” thong is a testament to the Kardashian family’s unparalleled ability to identify and monetize cultural trends, however unconventional. Much like Gwyneth Paltrow’s Goop empire, which famously sold a “$75 This Smells Like My Vagina” candle, Kim Kardashian is expertly capitalizing on a body part that has been fetishized and debated for years. This isn’t just about selling underwear; it’s about selling a statement, a fantasy, or a reclamation of a particular aesthetic.
As veteran wardrobe whiz Samantha Brown noted to The Post, while the product might not become a longstanding fashion trend, it’s clearly “targeted to those who will post and dialogue about the campaign on social media.” It’s a calculated move to generate buzz, solidify Skims’ reputation as an innovative (and sometimes shocking) brand, and keep Kim Kardashian at the forefront of pop culture discourse. Even sister Kourtney Kardashian’s long-standing embrace of a natural look, famously documented when Scott Disick shaved her on national television, adds another layer of familial meta-commentary to the launch.
Ultimately, the “Ultimate Bush” thong highlights Kim Kardashian’s genius for transformation—not just of the female form, but of a simple undergarment into a powerful cultural talking point. Whether seen as an obscene fashion faux pas or a brilliant marketing stroke, it’s clear that Skims continues to redefine what is considered acceptable, desirable, and, most importantly, profitable in the world of fashion.
