SKIMS’ New 'Ultimate Bush' Collection - Bold Move or Brand Breakdown?

I had so much hope for this brand but could this be the downfall? Was this collection really necessary? Why do brands feel the need to go vulgar just to trend? I’m honestly disappointed that Kim K, who built Skims into one of the most influential names in modern shapewear, would take it this low.

Skims just launched 'The Ultimate Bush,' a line of thongs embellished with faux pubic hair. This after the empowering NikeSkims launch last month featuring female athletes, see post HERE. The barely-there G-string comes in 12 colors and sizes from XXS to 4XL, retailing at $32. On the Skims site, you’re greeted with a throwback 1970s-style game show scene titled 'Does the Carpet Match the Drapes?' complete with a cheeky host and contestants covering their private area with question mark signs, see video below.

The collection, described as 'daring and tongue-in-cheek,' blends humor, shock value, and supposed self-expression. But at what cost? While some see it as playful, others, myself included can’t help but question the thought process behind it. Was this about empowerment, or just grabbing headlines? I see it is supposedly sold out, I am thinking this was an unnecessary publicity stunt.

Kim has always been a master at marketing gaining her fame with millions of followers on social media, however does every viral moment have to come at the expense of taste? Maybe this one was meant to make us laugh but for a brand built on confidence, comfort, and class, it feels like a step in the wrong direction.