Kim Kardashian just did it again. Honestly, just when you think there are no body parts left for her to monetize, she drops a product that makes the entire internet do a double-take. This time, it’s the Kim Kardashian bush thong—officially called the "Faux Hair Micro String Thong"—under her SKIMS brand. It’s basically a merkin. For those who aren't familiar with medieval fashion or 1970s adult film history, a merkin is a pubic wig.
And people are losing their minds.
Is it a joke? Is it fashion? Or is it just another masterclass in "rage bait" marketing?
The campaign, which dropped in October 2025, felt like a fever dream from a vintage game show. It was titled "The Ultimate Bush" and featured a "Does the Carpet Match the Drapes?" spoof. I’ve been tracking SKIMS' marketing for years, and this is easily their most polarizing move since the "Ultimate Nipple Bra."
What Exactly Is the Kim Kardashian Bush Thong?
Let’s get into the weeds. Literally.
The product itself is a tiny, stringy thong that features a tuft of faux hair attached to the front. SKIMS didn't just half-ass this either; they released it in 12 different shades and textures. We’re talking everything from "Clay-Blonde Straight" to "Cocoa-Black Curly."
The goal? To give you a "retro" look without the commitment of actually growing out your own hair.
It sold out in hours. Every style. Every size. Which raises a huge question: who is actually wearing this? Most fashion insiders, like Andriana Andoniou, argue that products like these aren't meant to be "staples." They’re designed to spark conversation, get the brand into the headlines, and drive traffic to the site where people eventually just buy a regular pair of beige leggings.
A Nod to the Tom Ford Era
This isn't the first time Kim has played with the "peek-a-boo" pubic aesthetic. Back in 2018, she broke the internet (again) by wearing a vintage 1997 Gucci thong designed by Tom Ford.
That piece was iconic. It featured the double-G logo right on the back, and Kim wore it pulled up high over a neon yellow skirt. It was a 21-year-old piece of fashion history that currently sits in the Metropolitan Museum of Art.
✨ Don't miss: The Image of Laura Ingraham: What Most People Get Wrong
But there’s a massive difference between a vintage logo thong and a literal faux-hair patch. While the 2018 moment was about archival luxury, the 2025 Kim Kardashian bush thong is about subverting modern beauty standards—or at least pretending to.
The Controversy: Body Positivity or Capitalism?
If you spend five minutes on social media, you’ll see the divide. On one side, you have people praising Kim for "normalizing" body hair. For decades, the "Kardashian effect" has pushed a totally hairless, lasered-smooth aesthetic. Seeing them now sell a "bush" feels a bit like whiplash.
Critics are calling it "cynical capitalism."
"It’s the ultimate irony," says one fashion commentator. "They’ve spent years making us feel like we need to be perfectly smooth, and now they want to sell the hair back to us for $32."
It’s a valid point. There’s something sorta wild about buying a synthetic hairpiece to mimic the very thing most women have been pressured to remove via expensive laser treatments—treatments the Kardashians themselves popularized.
Why the "Bush" Is Suddenly Back
Trends are cyclical. We’ve seen the "skinny" 90s look return, followed by the BBL era, and now a shift back toward "natural" (or faux-natural) vibes.
- The 70s Revival: Everything 70s is trending right now. From shag haircuts to flared pants, the "Ultimate Bush" campaign leans heavily into that era’s "Natural Woman" aesthetic.
- Subversive Basics: This is a huge trend in 2025/2026. It’s about taking something "ugly" or taboo and turning it into a high-fashion statement.
- The Stunt Factor: In a world of short attention spans, you need "shock" products. The bush thong is the perfect "wait, what?" item that people send to their group chats.
How to Actually Style (Or Not Style) It
Look, let’s be real. Most people aren't wearing this to the grocery store. If you managed to snag one of the sold-out pieces, here is how the "fashion girlies" are actually using them:
- Sheer Layering: Wearing the thong under highly sheer, "naked" dresses—a look we’ve seen on runways like Maison Margiela.
- Low-Rise Play: Letting the faux hair peek slightly above a pair of ultra-low-rise vintage jeans.
- Costume and Editorial: It’s a dream for photographers and creative directors looking for that 70s Slim Aarons vibe.
Honestly, it’s more of a collectible than an everyday undergarment. The maintenance on synthetic pubic hair? Probably a nightmare. Do you brush it? Can you wash it? SKIMS hasn't exactly provided a "grooming" guide for their polyester bushes.
What This Means for Beauty Standards in 2026
The Kim Kardashian bush thong represents a weird crossroads in fashion. We’re in an era where "realness" is being manufactured. We have "no-makeup" makeup, "messy" hair that takes an hour to style, and now, "natural" body hair you can clip on.
It highlights a shift away from the "Instagram Face" era toward something more textured and, frankly, more confusing. Whether you think it’s a brilliant marketing stunt or a step too far, you can't deny that Kim knows exactly how to keep the world talking about her brand's bottom line.
Next Steps for You:
If you’re looking to lean into the retro-hair trend without buying a $32 merkin, the best move is actually just... letting it grow. But if you're chasing the high-fashion archival look, start scouring resale sites like 1stDibs or Depop for vintage Tom Ford-era Gucci. The "logo peek" is a much more timeless way to pull off the visible thong trend than the faux-hair route. Just be prepared to pay way more than $32 for the real deal.