Kim Kardashian's Skims just dropped a line of "bushy" thongs—and the internet has thoughts

Kim Kardashian has built her career on turning the ordinary into the unforgettable, and her latest Skims launch might just be the most audacious example yet. The entrepreneur unveiled a new micro-string thong featuring a tuft of faux pubic hair stitched at the front, instantly setting social media ablaze and dividing opinions across the fashion world.

Playfully titled "Does the Carpet Match the Drapes?", the campaign channels the glossy kitsch of a 1970s game show, complete with flashing lights, powdery tones, and perfectly ironic smiles. In typical Kardashian fashion, the visual narrative feels self-aware and provocative—a deliberate invitation to look, laugh, and then think.

At first glance, the piece resembles any other SKIMS essential: minimalist, sculpted, and cut in the brand’s signature neutral palette. But the small patch of synthetic hair, available in a range of natural tones and textures, instantly changes the conversation. The design pushes boundaries not just aesthetically, but culturally, forcing a collective pause: why does something as normal as body hair still provoke discomfort in 2025?

The product, the provocation, and the point

Skims has often blurred the line between necessity and spectacle. Its early campaigns celebrated shapewear as empowerment; later ones turned underwear into statement fashion. However, this launch takes it a step further. The “bushy” thong sits at the intersection of satire and social commentary—part performance art, part product drop. It’s limited-edition, retailing in select markets, and designed less for daily wear than for discussion.

The response has been predictably divided. Some find the concept refreshingly subversive—an embrace of natural beauty in a world still obsessed with polish, while others see it as calculated provocation, designed to dominate feeds rather than closets. But beneath the memes, lies a conversation fashion has been inching towards for years: the re-emergence of body hair as both an aesthetic and political statement.

Across global runways and campaigns, designers have been challenging the idea that smoothness equals femininity. In recent seasons, we’ve seen models sporting visible underarm or leg hair, and beauty brands celebrating texture rather than erasing it. Against that backdrop, Skims’ latest piece feels like a culmination, taking what was once whispered about and placing it unapologetically in the centre frame.

Kardashian, of course, knows exactly what she’s doing. She’s mastered the art of making discomfort look aspirational, of turning provocation into conversation. Whether you view this thong as empowerment, satire, or simply savvy branding, it’s undeniably a cultural moment—one that reflects how much fashion still loves to test its own limits.

Few might ever buy it, but that was never the point. Because in Kim Kardashian’s world, the true product isn’t the fabric—it’s the dialogue it creates.

Lead Image: Skims 

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