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Kim Kardashian is no stranger to innovation when it comes to her underwear line Skims. But with the brand’s latest announcement, we couldn’t help but wonder: Is this for real?
On Friday, Skims and Kardashian announced the release of a nipple bra — as in, a bra (specifically the brand’s best-selling Teardrop Push-Up Bra, which retails for $58) enhanced with a visible nipple embedded into the fabric. And it can be yours for $62 starting Oct. 31.
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It calls to mind Samantha Jones carrying around faux nipples in “Sex and The City” in an effort to recreate the look championed by supermodels in the ’90s and early 2000s. In the promotional video for her new product, though, Kardashian points to the very real issue of climate change as her inspiration.
“The earth’s temperature is getting hotter and hotter. The sea levels are rising. The ice sheets are shrinking. And I’m not a scientist, but I do believe everyone can use their skill-set to do their part,” she says. “That’s why I’m introducing a brand-new bra with a built-in nipple. So no matter how hot it is, you’ll always look cold.”
Ten percent of the sales made from The Ultimate Nipple Bra will go toward 1% For The Planet, a network that helps businesses pledge to donate at least 1% of sales to environment-focused organizations.
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While the charitable sentiment is well and good, there are some glaring contradictions going on here. Kardashian travels in a custom private jet she’s dubbed “Kim Air”. (It’s no secret — she flaunts it on television and social media not infrequently.) Plus, buying new products is definitely not the solution to climate change, especially considering that the main source of textiles in United States landfills is discarded clothing, according to the Environmental Protection Agency.
This isn’t the first time Skims has played it fast and loose with greenwashing. In June 2022, the brand was investigated by the Changing Markets Foundation after claiming its packaging is made from a non-plastic material. Skims delivered orders in clear bags brandished with, “I am not plastic”; however, CMF found that they in fact were a type 4 plastic.
In the promo video, Kardashian concludes with: “Unlike the icebergs, these (nipples) aren’t going anywhere.” While seemingly satire (we’re too far from April Fool’s to be making jokes like this), the launch does feel… strange, given her lifestyle and her brand’s past sustainability claims. Is her goal to save the planet or simply go viral for a cheeky product?
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