CNN
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When it comes to publicity stunts, Kim Kardashian may have outdone herself.
The socialite and reality TV star caused a stir with the recent addition to her underwear line, Skims: a nearly invisible thong, luxuriously adorned with fake pubic hair.
Dubbed “the ultimate bush,” the thong comes in a range of 12 different colors and sizes from XXS to 4XL.
Visitors to the Skims site are greeted with a grainy image of a 1970s-style game show, in which a grizzled host gestures toward a sign that reads “Does the rug match the curtains?” In front of him are three women in low-cut tank tops, each holding a sign with a large question mark above their tight shorts.
Once shoppers click on the ad, they are informed: “With this iconic new item, your rug can be any color you want.”
The description introduces the thong as Skims’ “dariest piece yet,” adding: “Crafted in super-sheer, stretchy mesh, this string thong features a mix of curly and straight faux hair in twelve different shades.”
All versions of the garment appear to be sold out online, and potential buyers have the opportunity to join a waiting list.
Kardashian’s shapewear brand is known for grabbing headlines with its quirky range, which includes underwear encrusted with Swarovski crystals, a molded nipple bra, a pierced nipple bra and face shapewear.
Kardashian promoted the line on her Instagram Stories, although she avoided modeling it herself. Instead, he does the narration while the camera pans through the different options. “How funny are these merkins, guys?” says. “We have different colors, different types of hair… this is crazy. Skims, baby!”
The launch of the furry garment, which sells for $32, was met with some skepticism online.
In response to a short video on the company’s Instagram, a user asked, “Is Kim okay?” while another commented: “I can grow one of these in about 48 hours.” A third comment concluded: “No one asked for this.”
Liza Betts, researcher and senior lecturer in Cultural and Historical Studies at London College of Fashion, UAL, told CNN that “what would really be shocking is if Skims really embraced the idea of the ‘ultimate bush’ and offered something that represented natural pubic hair, rather than a trimmed, dyed, controlled, theatrical and worn-out version of the feminine.”
CNN has contacted Skims for comment.
