‘I’m screaming wtfff’: Internet buzzes as Kim Kardashian’s SKIMS unveils faux-hair underwear collection dubbed “The Ultimate Bush”

Kim Kardashian has the internet swirling with the newest addition to her SKIMS collection.

The businesswoman debuted a new underwear collection called "The Ultimate Bush" this week. Retailing for $32, the Faux hair Micro String Thong features "a mix of curly and straight faux hair in twelve different shade variations" in the front, and it retails for $32 on the official website.

News of the same has made its way to X, where users have been reacting with a mix of amusement, bewilderment, and confusion. Here's how one user reacted, for instance:

"Literally just got the notification for this I’m screaming wtfff"

The comments didn't end there:

"capitalism convinced women their body hair is not natural just to sell them body hair removal products and now they’re trying to sell an artificial version of it… i can’t make this sh*t up," one user lamented.

'What has happened to modern clothing brands…,' someone else chimed in.

"Bold move, only Kim could pull that off," another quipped.

"If you wear it on your head, you have a mohawk," a fourth user jokingly pointed out.

See how the rest of X is reacting:

"that SKIMS “Ultimate Bush” underwear line is peak headline bait. fashion’s not even trying anymore, just trying to start conversations," one user pointed out.

"Lmaooooo I want a pair in extra small," another quipped.

"Do you condition it or is that extra in the care instructions?" a joker humorously questioned.

"So are we bringing the 70s back or just confusing the laundry?" yet another jokingly asked.

Scores online were visibly baffled to see the new launch.

Kim Kardashian credits her "imposter syndrome" with staying motivated: Read more

Kim Kardashian, 44, debuted the thong in an announcement on Instagram with a parody campaign video of a 1970s game show:

"Just Dropped: The Ultimate Bush," the caption reads. "With our daring new Faux Hair Panty, your carpet can be whatever color you want it to be." The brand touts the product as its "most daring panty yet," per People Magazine.

In an Instagram Story, she jokingly asked her followers as she showed off the new panties:

“How funny are these?” She continued, “We have different colors, different hair. This is insane. Skims, baby.”

Just this past July, Kim Kardashian debuted a Seamless Sculpt Face Wrap. At the time, it was advertised as "a must-have addition to your nightly routine," per a press release. Featuring collagen yams and velcro, it offers its wearers strong facial support along their jaw and neck.

In May, the brand debuted a bra with faux pierced nipples. The launch was a spin on its 2023 nipple bra line.

Back in 2023, Kim Kardashian spoke with TIME magazine for a profile when she admitted that the shapewear company was conceived 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." She added, “It started off with simply finding shapewear that was a skin tone that would match my color. I used to take my shapewear and dye it with tea bags and coffee in the bathtub."

She also credited her "imposter syndrome" with staying motivated:

"I still have, like, impostor syndrome or whatever," Kim Kardashian said. "But I think that’s part of what keeps me going."

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