Kim Kardashian Sells $32 Hairy Underwear
Bethenny Frankel in Isabella Oliver at The Heart Truth's Red Dress Collection 2010 Fashion Show. Photo courtesy of The Heart Truth. Public domain.
Bethenny Frankel, the reality star turned savvy entrepreneur, recently took a sharp jab at Kim Kardashian's latest SKIMS launch, the faux-hair underwear collection cheekily dubbed the "Ultimate Bush." In a candid Instagram video, Frankel didn't hold back, calling the product a "clickbait" stunt and questioning the research and development behind the daring design. This isn't just a celebrity feud — it's a fascinating commentary from a businesswoman who knows a thing or two about branding, shock value, and what truly sells in 2025.
When Shock Value Meets Underwear
Kim Kardashian's SKIMS brand has never shied away from pushing boundaries, but the new Faux-Hair Micro String Thong takes the concept of provocative fashion to a whole new level. The underwear features a mix of curly and straight faux pubic hair in a dozen different shades, telling wearers, "With our daring new Faux Hair Panty, your carpet can be whatever color you want it to be," as reported by Page Six. The launch was accompanied by a 1970s-themed game show video titled "Does the Carpet Match the Drapes?" which sent ripples of confusion and amusement across social media.
The product's price tag of $32 and its bold marketing campaign sparked a frenzy of reactions. Some fans praised Kardashian's marketing genius, applauding the clever storytelling and the way the campaign drew attention to the SKIMS website. Others were baffled, questioning who actually asked for underwear with faux pubic hair and whether the product was a serious fashion statement or just a viral stunt.
Bethenny Frankel's No-Nonsense Take
Enter Bethenny Frankel, a woman who knows the business world inside and out. Having sold her Skinny Girl Margarita company for a reported $120 million, Frankel's opinion carries weight. According to Page Six, she expressed her bewilderment over the SKIMS launch, comparing it to the infamous Gwyneth Paltrow Goop candle that claimed to smell like her lady parts — a product that sparked its own wave of skepticism and mockery.
Frankel's Instagram video was laced with humor, and sharp critique. She questioned the logic behind the product's research and development, wondering whose pubic hair the faux version was modeled after and whether the brand simply decided to "sell the bush" because anything goes in marketing these days, as reported by Page Six. She even joked that Kardashian might have taken the campaign to the next level if the underwear actually smelled like pubic hair, highlighting the absurdity of the concept.
Her commentary went beyond mere mockery. Frankel pointed out the strange reality of 2025, where selling a "bushy" thong is apparently acceptable, while other celebrities face backlash for far less. She referenced Sydney Sweeney's controversial American Eagle ad, noting the upside-down nature of today's celebrity culture and marketing trends, as reported by Page Six. Frankel's message was clear: in the world of celebrity branding, shock value often trumps traditional notions of taste or practicality.
The Art of Provocation in Fashion
SKIMS' faux-hair thong is not an isolated incident in the fashion world's flirtation with body modification and provocative statements. The underwear fits into a broader trend where designers and brands use unmentionables to challenge societal norms and expectations. From John Galliano's 2024 couture collection featuring pubic wigs to Willy Chavarria's "Dirty Willy Underwear" capsule that played on queer fetish culture, the line between fashion and performance art is increasingly blurred, as reported by Harper's Bazaar.
Kim Kardashian's career itself can be seen as a complex commentary on body image and self-expression. SKIMS started as a solution to finding shapewear that matched Kardashian's skin tone, evolving into a brand that embraces vulnerability and boldness. The faux-hair underwear, while polarizing, continues this narrative of pushing boundaries and sparking conversation, whether through admiration or outrage.
What Sells in 2025?
Bethenny Frankel's critique taps into a larger question about what consumers want and what brands are willing to offer to grab attention. In an era saturated with content and products, standing out often means courting controversy or embracing the bizarre. Kardashian's faux-hair thong is a masterclass in viral marketing, designed to provoke reactions and drive traffic, even if it leaves many scratching their heads.
Frankel's blunt assessment reminds us that behind the glitz and glamor, there's a calculated business strategy at play. Whether you love it or hate it, the "Ultimate Bush" underwear has succeeded in making a splash, proving that in 2025, sometimes the wildest ideas are the ones that sell best.
References: Bethenny Frankel sounds off on Skims' viral hairy underwear | Kim Kardashian Debuts SKIMS Bush Underwear | Skims Has Released a Pair of Pubic Hair Panties
