Kim Kardashian continues to challenge the norms. After creating a buzz in July 2025 with her face wrap, a facial sheath supposed to sculpt the face while you sleep, the founder of the Skims brand is back with a creation that’s nothing short of disconcerting: sheer mesh thongs adorned with tufts of synthetic hair. Called “Faux Hair Micro String Thong” and retailing for €42, this new piece is available in several shades (blonde, brown, red, or chestnut) and two textures: straight or curly, according to the official Skims website.
To present this product, Kim Kardashian opted for a retro campaign inspired by 1970s game shows. In the video posted on Instagram, three women participate in a humorous game called “Does the carpet match the drapes?” (“Do the top and bottoms match?”). Participants parade in front of an audience invited to guess if their hair color matches their pubic hair… before revealing the famous faux-hair panties. “With our daring new panties, your bush can be any color you want,” announced the Skims brand on Instagram.
This launch is part of a trend embraced by Generation Z: the “Full Bush in a Bikini,” in other words, the return to natural and the end of full-body hair removal. Kim Kardashian thus seems to be riding this feminist and body-conscious movement, while making it a viral consumer product.
