Kim Kardashian Sparks Outrage and Amusement With New SKIMS ‘Ultimate Bush’ Thong Drop

Kim Kardashian is once again making the internet go wild with her new SKIMS drop – and this time, it’s for the hair.

Reality TV star and mogul just dropped the Faux Hair Micro String Thong, a new daring product that’s already gotten fans going wild.

On Tuesday, October 14, SKIMS debuted the drop with a cheeky campaign video mocking retro 1970s game shows. The brand teased the drop on Instagram with the following caption: “Just Dropped: The Ultimate Bush. With our bold new Faux Hair Panty, your carpet can be whatever color you want it to be.”

According to the SKIMS website, the $32 thong features “a mix of curly and straight faux hair in twelve different shade variations.” Marketed as its “most daring panty yet,” the launch instantly went viral – and social media users had plenty to say.

Reactions ranged from confusion to amusement. “Who asked for this???” one fan wrote, while another joked, “Is everything ok?” A third person quipped, “I’m calling 911.”

Not everybody was negative, though. Most people were complimenting Kardashian and her staff for their marketing brilliance. One follower said, “Smart way to get people to your site, make them laugh, then find themselves buying real cute items they don’t even need. Genius e-commerce team ????.” Another person said, “This is just so camp y’all don’t get ittt.”

The Faux Hair Thong is part of a string of viral SKIMS drops that hover on the cusp of fashion, humor, and online culture. The Seamless Sculpt Face Wrap, released last July, was a pioneering facial support item to sculpt the jawline and neck. Created with SKIMS’ iconic fabric and collagen yarns, the wrap was the brand’s foray into beauty-inspired shapewear.

SKIMS has always been keeping the fans abuzz with its daring campaigns and innovation in product. What started as a shapewear line for all body shapes has grown to be a billion-dollar brand making the world redefine comfort, inclusivity, and self-confidence.

In a 2023 TIME magazine profile, Kim Kardashian revealed how SKIMS was created from a “very vulnerable” position. “It’s just a part of me,” she said. “It began on my body and my shapes, and it’s very vulnerable.”

She also shared that she used to color her shapewear using tea bag and coffee to match her complexion prior to launching SKIMS. Together with co-founder Jens Grede, husband of Good American’s Emma Grede, Kardashian converted that personal frustration to a worldwide phenomenon. The pandemic-launch brand now features inclusive sizing ranging from XXS to 4X and diverse skin tones.

Even with her huge success, Kardashian reports that she still experiences “imposter syndrome.” “I think that’s what keeps me going,” she said to TIME.

From tea-stained shapewear to fake hair panties, Kim Kardashian is still testing the boundaries of fashion – and gossip. Whether people adore it or detest it, SKIMS’ new drop confirms one thing: in viral marketing, nobody does it better than Kim.