Los Angeles: Kim Kardashian’s SKIMS has once again sparked online discussion with its latest lingerie release, the ‘Ultimate Bush’ thong, a bold and unconventional design blending humour, nostalgia, and body positivity.
The product, made from stretch sheer mesh, features synthetic hair strands, both curly and straight, sewn onto the front to mimic natural pubic hair. Available in twelve different shades, the item allows customers to “make their carpet whatever colour they want,” according to SKIMS’ official product description.
Priced at €42 (about $45) on SKIMS’ European website, many colour options have already sold out, marked with the “Waitlist” tag shortly after launch.
The Ultimate Bush debuted with a 1970s-inspired promotional video, styled as a retro game show. The clip, captioned “Just Dropped: The Ultimate Bush,” features a humorous host asking whether “the carpet matches the curtain” a tongue-in-cheek reference to hair colour coordination.
The launch has divided audiences online. Some fans praised the brand’s creative confidence and body-empowerment message, calling the product “iconic” and “refreshingly real.”
Kim Kardashian’s SKIMS drops new underwear collection featuring faux hair:
“The Ultimate Bush” pic.twitter.com/qRY8zmdoTS
— Pop Base (@PopBase) October 14, 2025Others labelled it unnecessary or confusing, questioning whether it pushes the boundaries of fashion innovation too far. Despite the mixed reviews, high demand indicates the brand’s marketing success and a growing appetite for novelty in fashion.
The Kim Kardashian SKIMS Ultimate Bush release adds to the brand’s pattern of headline-grabbing designs. Previous viral items include the Face Wrap, seamless shapewear, and adaptive lingerie lines designed for all body types.
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Kardashian, who serves as creative director, has said that her inspiration often comes from personal needs and a desire to challenge beauty standards while maintaining comfort and self-expression in lingerie design. As the brand continues to blend functionality with pop-culture satire, SKIMS remains one of the most influential labels in modern fashion.
