In the ever-evolving landscape of fashion, few can generate buzz like Kim Kardashian — even when that buzz involves underwear with built-in “pubic hair.”
Skims, the shapewear brand founded by Kim Kardashian, has once again set the internet ablaze with its most controversial release yet: a $32 “Faux Hair Micro String Thong” that features artificial pubic hair. The unexpected product dropped on October 14th, immediately dividing social media between those applauding its daring concept and others questioning everything they thought they knew about fashion .
The limited-edition collection sold out rapidly despite the mixed reactions, demonstrating the powerful influence of Kardashian’s brand and leaving many to wonder: Is this a genuine fashion movement or simply a masterclass in attention-grabbing marketing?
The Product That Broke The Internet
Skims officially describes the item as “our most daring panty yet” . The design features:
- Hand-made sheer mesh construction with a mix of curly and straight faux hair
- Twelve different shade variations ranging from light blonde to deep black, including options with grey tones
- Inclusive sizing from XXS to 4X
- A $32 price tag for what the brand calls this “limited edition” item
The promotional campaign leaned heavily into retro 70s aesthetics, featuring a game-show spoof that played on the classic “does the carpet match the drapes?” innuendo . In the video, contestants revealed the blurred-out thongs to viewers, leaning into the provocative nature of the product with a touch of humor .
Kardashian herself seemed to acknowledge the absurdity of the concept on her Instagram Story, laughing as she asked followers, “How funny are these merkins?” using the technical term for pubic wigs. She followed with: “We have different colors, different hair. This is insane. Skims, baby” .
Public Reaction: From Amused to Horrified
Social media platforms immediately became a battleground of opinions, with responses ranging from enthusiastic support to utter bewilderment.
The critics voiced their confusion loudly:
- “I’m calling 911,” one Instagram user commented on Skims’ post
- “Nobody wants this, we can grow out our own!” wrote another skeptic
- “Look itchy af,” commented another, questioning both the comfort and logic behind the design
- Multiple people questioned the necessity, with one asking, “Was there a… demand for this? I’m trying to understand”
Yet supporters and those amused by the concept emerged too:
- Some acknowledged the marketing brilliance, with one Twitter user noting: “Marketing genius or fever dream — either way, SKIMS just broke the internet again”
- Others recognized the product’s potential appeal to specific communities, with one observer noting that despite criticisms, “someone is currently adding three to their cart with no hesitation”
The product’s rapid sell-out status suggests that despite vocal criticism, consumer interest was substantial .
The Skims Strategy: Controversy as Commerce
This isn’t Skims’ first venture into provocative products. The brand previously made waves with its faux nipple bras and pierced nipple push-up bras, which also generated significant social media buzz before selling out .
This pattern reveals what appears to be a calculated business strategy: launch unconventional products that spark conversation, dominate social media feeds, and convert that attention into sales — regardless of whether the initial reaction is positive or negative.
As Kardashian explained in a recent Business of Fashion interview regarding her product development approach: “If it culturally connects, it’s a huge win” . She elaborated further, noting “I don’t mind that people don’t get it. Overall, I would say success in a product, I don’t measure it just on sales. I measure a lot of it on the cultural impact that it would have” .
The business results speak for themselves. Skims reached a $4 billion valuation in 2023 , with Kardashian’s personal net worth estimated at $1.7 billion . The brand has successfully leveraged Kardashian’s massive social media following — 364 million Instagram followers alone — to transform from a shapewear company into a broader apparel and lifestyle brand .
Beyond the Shock Value: Contextualizing the “Merkin” Thong
While the faux hair thong might seem randomly provocative, it actually taps into several broader cultural conversations:
Body hair has become increasingly politicized in recent years, with more people questioning societal expectations around grooming and embracing natural hair patterns. The product ironically commercializes a movement toward body hair acceptance by offering an artificial alternative for those who might want the look without committing to growing their own.
Skims has built its reputation on inclusive sizing and shade ranges, addressing gaps in the intimate apparel market. While the faux hair thong represents perhaps their most niche product yet, it follows the same philosophy of offering options for different preferences and body types .
The timing coincides with shifting beauty standards, where the completely hairless aesthetic that dominated the 2000s has gradually given way to more diverse expressions of personal style and grooming preferences .
Frequently Asked Questions
What exactly is the Skims Faux Hair Micro String Thong?
It’s a limited edition underwear item from Kim Kardashian’s Skims brand that features artificial pubic hair attached to a super sheer string thong. The product is available in 12 different hair color options and sizes XXS to 4X .
Why would anyone buy underwear with faux pubic hair?
Consumer motivations likely vary — some may purchase for novelty value, others for personal aesthetic preferences, and some potentially for specific contexts like costume parties or personal entertainment. The product taps into conversations about body image and shifting beauty standards .
Is the product still available to purchase?
Most options sold out quickly after the October 14th launch, though Skims frequently restocks popular items. Checking their website directly provides the most current availability information .
Has Skims launched controversial products before?
Yes, this follows a pattern of attention-grabbing releases including faux nipple bras and pierced nipple push-up bras, both of which sold out despite initial skepticism .
How does this fit into Kim Kardashian’s broader business strategy?
Kardashian has successfully transformed her celebrity status into a business empire valued in the billions. Controversial products generate massive social media attention and drive sales, regardless of whether the initial reaction is positive or negative .
The Bottom Line: Fashion Statement or Conversation Starter?
Kim Kardashian’s faux hair thongs may not become an everyday essential for most women, but that likely wasn’t the goal. The product has already achieved what Skims does best: dominate cultural conversations, push boundaries, and convert that attention into commercial success.
Whether you view it as a ridiculous excess or a brilliant business move, the response proves that in today’s attention economy, polarizing products can be just as valuable as universally loved ones — perhaps even more so.
The real takeaway? In the world of Skims, there’s no such thing as bad publicity — only buzz that converts to sales. And that may be the most ingenious fashion innovation of all.
What do you think about Skims’ latest release? Share your thoughts on social media using #FauxHairDebate.
