SKIMS Ignites Social Media with ‘Faux Hair Thong’: A $32 Statement Piece or Marketing Masterstroke?
Los Angeles, CA – Kim Kardashian’s shapewear and apparel brand, SKIMS, has once again dominated headlines, this time with the launch of its audacious “Faux Hair Micro String Thong.” Unveiled on Tuesday, October 14, by the 44-year-old mogul, this latest offering, retailing at $32, features “a mix of curly and straight faux hair in twelve different shade variations,” as detailed on the SKIMS website. The product has quickly become a focal point of discussion across social media, drawing both bewilderment and praise for its marketing ingenuity.
The provocative launch was heralded by an Instagram campaign video that humorously parodied 1970s game shows. The accompanying caption, “Just Dropped: The Ultimate Bush,” further amplified the product’s audacious spirit, promising, “With our daring new Faux Hair Panty, your carpet can be whatever color you want it to be.” SKIMS itself touts the item as its “most daring panty yet,” a descriptor that has resonated strongly, albeit diversely, with consumers.
The internet’s reaction has been sharply divided. Many fans expressed outright confusion, with comments ranging from a bewildered “Who asked for this???” to a concerned “Is everything ok?” One user even lightheartedly quipped, “I’m calling 911,” showcasing the product’s capacity to elicit strong, often humorous, responses.
Conversely, a significant portion of the online community lauded Kardashian’s strategic marketing. Enthusiastic commenters praised the brand’s approach, with one noting, “Smart way to bring people to your website, have them laughing, then them ending up buying actual cute stuff they don’t even need. Genius e-commerce team 👏.” Others appreciated the brand’s boldness, stating, “I love the creative storytelling,” and “This is just so camp yall don’t get ittt.”
This latest viral sensation follows a pattern of attention-grabbing releases from SKIMS. Just three months prior, in July, the brand introduced its Seamless Sculpt Face Wrap—its inaugural face product. Described as “a must-have addition to your nightly routine,” this wrap provides strong support for the jaw and neck with easy-to-use velcro closures, crafted from SKIMS’ signature sculpting fabric and infused with collagen yarns.
The foundation of SKIMS, valued at billions, traces back to a deeply personal experience for Kim Kardashian. In a 2023 TIME magazine cover story, Kardashian revealed that the brand was born from a “very vulnerable” place. “It’s just a part of me,” she told the outlet. “I take it really personally. It started off of my body and my shapes, and it’s very vulnerable.” Her inspiration stemmed from her struggle to find shapewear that matched her skin tone, leading her to dye her garments with “tea bags and coffee in the bathtub.”
Launched at the outset of the pandemic, SKIMS was co-founded with Jens Grede, husband of Emma Grede, who is also the co-founder of Good American alongside Khloé Kardashian. The brand quickly established itself with an inclusive ethos, offering a wide range of skin tones and sizes from XXS to 4X. As the company’s biggest shareholder and creative director, Kardashian remains deeply involved in its direction. Despite her vast success, she admits to still experiencing “impostor syndrome,” a feeling she believes “keeps me going.”
The Faux Hair Micro String Thong, while undeniably polarizing, underscores SKIMS’s consistent ability to generate buzz and conversation, cementing its place as a disruptive force in the fashion and intimate apparel industries.
