Kim Kardashian has done it again. The reality star and business mogul sent the internet into a frenzy this week after unveiling her latest SKIMS collection — a micro thong covered with faux pubic hair, boldly named “The Ultimate Bush.”

The new piece, released on October 14, is part of SKIMS’ ongoing mission to “redefine what sexy looks like.” But this time, the definition has sparked both laughter and disbelief.

A Wild New Concept: “Faux Hair Micro String Thong”

Priced at $32, the “Faux Hair Micro String Thong” is made of sheer stretch mesh hand-tufted with a blend of curly and straight synthetic strands. It’s available in 12 shades, designed to match (or contrast) different hair colors and skin tones — from jet black to honey blonde.

The campaign video, styled like a vintage 1970s game show, features models teasing the cheeky slogan:
“Does the carpet match the drapes?”
The promo ends with a playful tagline:

“Just Dropped: The Ultimate Bush — because your carpet can be whatever color you want it to be.”

Within hours, the item sold out across several sizes — proving once again that nothing drives demand like controversy.

Internet Reacts: “Who Asked for This?”

Social media quickly exploded with memes, jokes, and mixed emotions. Fans and critics alike flooded X (formerly Twitter), TikTok, and Instagram with reactions ranging from pure confusion to admiration for SKIMS’ boldness.

“Who asked for this???”
“I’m calling 911.”
“Is everything okay at SKIMS HQ?”

Others, however, applauded Kardashian’s daring approach to marketing:

“She’s literally a marketing genius. She drops a hairy thong, everyone laughs, and somehow they all end up on the SKIMS website buying something else.”

The launch also reignited debates about body image, authenticity, and the commercialization of women’s bodies.

One viral post summed up the internet’s conflicted feelings:

“They sold us razors to remove our hair, and now they’re selling fake hair to put it back. Capitalism has gone full circle.”

Satire or Statement?

While many dismissed the campaign as a publicity stunt, others viewed it as an intentional piece of social commentary.
Fashion critics have noted that SKIMS may be using humor and shock value to start conversations about women’s relationships with their bodies — especially in an era of changing beauty standards.

Harper’s Bazaar called it “a satirical nod to 1970s body liberation,” while Glamour described it as “a genius, if bizarre, collision of comedy and commentary.”

Some even speculated that the collection could serve a niche purpose — offering an aesthetic option for people who have lost pubic hair due to medical reasons, or simply for those who want to embrace a bolder kind of body positivity.

Not SKIMS’ First Controversial Drop

This isn’t Kardashian’s first viral stunt. Earlier this year, SKIMS launched a “Faux Nipple Bra” to raise awareness for breast cancer, followed by a Seamless Sculpt Face Wrap that promised instant jawline definition.

Each campaign has combined shock value with sharp marketing instincts — a formula that continues to keep SKIMS in headlines and on shopping carts.

As one fashion commentator wrote on X:

“Love it or hate it, you’re talking about it — and that’s the point.”

The Bottom Line

Whether you see The Ultimate Bush as a bold feminist statement, a comedic marketing ploy, or just a bizarre fashion experiment, one thing is clear: Kim Kardashian knows how to keep the world watching.

And as usual, she’s laughing all the way to the bank.