Kim Kardashian’s shapewear brand, SKIMS, has launched a new line of underwear featuring a “faux hair” trim, priced at $32 per pair. The unexpected design choice quickly drew criticism online, with some social media users expressing strong disapproval.
The launch comes as SKIMS continues to expand its product range and address inclusivity, offering a wide variety of skin tones and sizes. Kardashian founded the company with Jens Grede, initially driven by her personal frustration with the limited options for shapewear that matched her skin color. “I used to take my shapewear and dye it with tea bags and coffee in the bathtub,” Kardashian told TIME.She described the process of creating the brand as deeply personal, stating, “It’s just a part of me…I take it really personally. It started off of my body and my shapes, and it’s very vulnerable.”
The new underwear line, however, has sparked a backlash, with many online commenters deeming the style undesirable. One X (formerly Twitter) user simply wrote, “No one wants this.” SKIMS launched during the pandemic and has become a prominent player in the intimate apparel market, known for its focus on body positivity and diverse representation.