Kim Kardashian has done it again. The woman who turned shapewear into a billion-dollar empire just dropped her boldest SKIMS product yet — a thong covered in fake pubic hair.
Released Tuesday, Oct. 14, the Faux Hair Micro String Thong features a blend of curly and straight synthetic fibers in twelve different color variations. On Instagram, SKIMS called it “the ultimate bush,” teasing the launch with a slick parody of 1970s game shows. “Your carpet can be whatever color you want it to be,” the caption read.
Retailing for $32, the thong is being billed as the brand’s “most daring panty yet.” Fans weren’t sure what to make of it. “Who asked for this?” one comment read. “Is everything OK?” asked another. Some joked that the launch was a public emergency — “I’m calling 911.”
But not everyone was laughing at Kardashian. Some saw the move for what it was: a masterclass in viral marketing. “Smart way to get people to your site — they laugh, then they buy,” one user wrote. Another called it “genius e-commerce.”
The stunt fits the SKIMS playbook. Every launch has been designed to shock, amuse, or disrupt. Earlier this year, the brand’s Seamless Sculpt Face Wrap — essentially shapewear for your jawline — became an overnight sensation.
Kardashian’s business instincts have always been sharper than her critics like to admit. In a 2023 TIME profile, she described SKIMS as “a very vulnerable” extension of herself — a company literally built around her body. “It started off of my body and my shapes,” she said. “I take it really personally.”
Since its 2019 launch with co-founder Jens Grede, SKIMS has grown from pandemic-era curiosity to cultural juggernaut, pushing shapewear beyond utility into statement territory. Sizes run from XXS to 4X; the tone range matches human skin more precisely than most makeup brands. Kardashian remains both the face and majority shareholder of the company — and, apparently, its provocateur-in-chief.
The faux-fur thong may not end up in anyone’s everyday rotation, but that’s beside the point. Kardashian doesn’t just sell underwear. She sells attention — and once again, she’s got plenty of it.
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Last modified: October 15, 2025
