Amuse-bush? Kim Kardashian is putting pubes on Skims

Kim Kardashian has jumped on the full bush agenda. Today (October 14), her brand Skims launched a range of underwear in a series of nude skin colours with elastic side straps and various types of hair attached to it. Hand-made in a super sheer, stretch mesh, the string thongs feature a mix of curly and straight faux hair in 12 different shade variations. Basically, it’s a merkin – and perfect for anyone who regrets their laser or wants to have a campy play around with some fake bushes. As the brand puts it, “With this iconic new panty, your carpet can be whatever colour you want it to be.”

When the year started with the TikTok ‘full bush in a bikini’ discourse, it set the agenda for the rest of 2025. In March, Laura Pitcher asked, ‘Full bush fashion is here, but will it go mainstream?’ and it turns out the answer is yes – at least if Kim has any say in the matter, which she usually does.

The bush has recently taken over fashion – from the internet breaking Margiela SS24 show to the AW25 catwalks, which were awash with pubes – and social media. BushTok became a popular corner of the platform, where pro-pube influencers give ‘bush aura readings’ for celebrities, discuss whether pubic hair makes you more trustworthy, and celebrate bushes under silk dresses.

This isn’t the first time Kim has played with the boundaries between bodies and clothing with Skims. In 2023, she released fake nipple bras, which were variously celebrated as campy and provocative, or called out for being a regressive play for the male gaze. Last December, Skims came out with a faux fur bikini that playfully alluded to pubic hair, but now Kardashian has gone full throttle on the bush.

Who this underwear is for and when you might wear them is not entirely clear – but sometimes that’s the fun of fashion. Of course, the cheaper, anti-capitalist thing to do would just be to grow out your own pubes.