Kim Kardashian knows how to turn heads, but the reaction to her shapewear brand Skims unveiling of thongs with fake pubic hair amazed even her.
After previously making a name for itself in the apparel industry with nipple bras and hip-enhancing padded shorts alongside more standard outerwear, underwear and athletic clothing, Skims dropped faux hair micro string thongs this week.
“I’m shocked,” Kardashian told E! News at the Oct. 16 premiere of her new legal drama “All’s Fair.” “It got so much attention — we’ve been laughing and talking about it all day long.”
The reality TV star touted the G-string to her over 350 million Instagram followers writing, “How funny are these? We have different colors, different hair. This is insane. Skims, baby.”
Skims’ faux hair micro string thongs in cocoa ginger curly and clay black curly.
The product, which sold out quickly, comes in 12 faux hair and thong color variations, including both straight and curly textures. Customers can currently join a waitlist on its website to purchase in the future.
“With this iconic new panty, your carpet can be whatever color you want it to be!” Skims wrote in the Oct. 15 announcement.
Skims is no stranger to bold and thought-provoking products, having previously caused a stir with its controversial line of face wraps.
The wraps featured “collagen yarns for ultra-soft support” to target customers with an elaborate morning shed routine by keeping their face firm before they “snatch” their chin. The campaign immediately received backlash and prompted confusion from doctors who dismissed its effectiveness.
See Kim Kardashian, Teyana Taylor, Sarah Paulson and more at the premiere of ‘All’s Fair’
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All’s fair on the red carpet. The stars of Hulu’s “All’s Fair” – including, from left, Glenn Close, Sarah Paulson, Teyana Taylor and Kim Kardashian – attend the world premiere of the show at Los Angeles’ DGA Theater Complex on Oct. 16, 2025. Kardashian, who previously studied to become a lawyer, is set to star in the legal drama. The show follows a Los Angeles divorce law firm that undergoes a heated case when founder Allura Grant goes head-to-head against rival Carrington Lane, played by Paulson.
The company also collaborated with Nike last month to launch an initial three core activewear collections and four seasonal collections, featuring pieces designed for everything from strength training and everyday workouts to lounging and running errands.
The campaign, known as NikeSkims, featured Kardashian alongside athletes Serena Williams, Sha’Carri Richardson, Jordan Chiles and Chloe Kim.
Contributing: Taijuan Moorman, USA TODAY
This article originally appeared on USA TODAY: Kim Kardashian shocked by response to Skims fake pubic hair thongs