Kim Kardashian just broke the internet. Again. But this time, it’s not because of a selfie or a Met Gala dress that belonged to a legend. It’s because of a thong. Specifically, the Faux Hair Micro String Thong, which is the center of the kim kardashian new underwear skims frenzy that’s currently taking over our feeds in early 2026.
Honestly, it sounds like a prank. When I first saw the "Does the Carpet Match the Drapes?" campaign, I thought maybe it was an early April Fools' joke. But no, it's real. And it's basically sold out everywhere. People are calling them "merkins," and Kim herself even used the term on her Instagram stories. It’s weird, it’s campy, and it’s actually a genius business move.
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The "Ultimate Bush" Explained (Simply)
So, what are we actually looking at here? The "Ultimate Bush" collection is a series of $32 G-strings that feature hand-applied faux hair. It’s not real hair—don't worry—but a mix of curly and straight synthetic fibers meant to mimic a natural look.
The materials are pretty standard for SKIMS:
- 82% Polyamide
- 18% Elastane
- A whole lot of sheer stretch mesh
What’s wild is the variety. Most brands would just do "black" and call it a day. Kim went for 12 different shades. Whether you want a "Clay Black Curly" or a "Cocoa Brown Straight," they’ve actually accounted for different textures and tones. It’s the same "nude for everyone" philosophy that made the brand a $5 billion powerhouse, just applied to a... different kind of coverage.
Why This Launch Is Actually a Pivot
If you think this is just about shock value, you’ve gotta look at the bigger picture. SKIMS is currently valued at $5 billion. That’s more than Victoria's Secret and Under Armour combined. Kim isn't just selling underwear anymore; she’s selling a lifestyle that doesn't take itself too seriously.
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The marketing for the kim kardashian new underwear skims launch used this grainy, 1970s-style game show aesthetic. It felt like a fever dream. By leaning into "camp," Kim is distancing herself from the "perfection" era of the 2010s. It's a wink to the audience. She knows we think it's funny. She’s in on the joke.
Beyond the Faux Hair: The NikeSKIMS Era
While everyone is busy arguing about the hairy thongs, the real "new underwear" news is actually the massive NikeSKIMS partnership. This isn't just a one-off collab. It’s a full-on brand integration.
On January 26, 2026, the NikeSKIMS Rift Mesh sneaker is dropping. It’s a $150 split-toe shoe—think "Tabi meets gym floor." It’s polarizing as hell. Kim was recently spotted wearing them in Calabasas, styling them like a "ballet flat" with her signature minimalist layers.
This matters because it shows where the brand is going. Underwear isn't just for under your clothes anymore. It’s the base layer for a performance-driven wardrobe. The collection includes:
- Matte Tricot layers: For that "just left the studio" look.
- Weightless Layers: Semi-sheer pieces that use Nike’s Dri-FIT tech.
- Vintage Seamless: Basics that feel like cotton but perform like spandex.
What Most People Get Wrong About SKIMS
I hear it all the time: "It’s just overpriced shapewear." Kinda, but not really. The reason SKIMS stays relevant while other celeb brands die is the technicality.
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Take the Seamless Sculpt Face Wrap that launched recently. People mocked it for looking like a chin strap for plastic surgery recovery. Then it sold out in 24 hours. Why? Because it’s made with collagen yarns and high-compression fabric that actually provides jawline support. It’s "face shapewear."
Critics like Liza Betts from the London College of Fashion argue that these products promote "unrealistic beauty standards" or "performative femininity." And look, she’s not entirely wrong. But for the millions of people who buy it, it’s about the feeling of being "held in." Whether it's your waist or your jaw, Kim has figured out that people want to feel sculpted.
The 2026 Winter Olympics Connection
If you think the brand is only for influencers, check out the Team USA capsule for the 2026 Winter Games in Milano Cortina. This is the fourth time SKIMS has been the official provider of loungewear and sleepwear for the athletes.
The campaign features Madison Chock (ice dance legend) and Kaysha Love. It’s all about high-flash photography and American palettes. It proves that the "new underwear" from SKIMS isn't just about the viral, weird stuff. It’s also about the high-performance gear that Olympic athletes actually want to wear in the Olympic Village.
Is It Worth the Hype?
Look, I’m gonna be honest. You probably don't need a $32 thong with faux hair. It’s a collector's item or a gag gift for most people. But the core pieces—the Fits Everybody line and the new NikeSKIMS activewear—are legitimately good quality.
The brand's move to become a "predominantly physical" business with 18+ stores in the US and a massive flagship coming to London’s Regent Street this summer says it all. This isn't a fading celebrity trend. It’s a retail empire.
Your Next Steps for Scoring the New Drop
If you’re trying to get your hands on the latest kim kardashian new underwear skims pieces, don't just wait for the Instagram post. Here is the strategy that actually works:
- Download the SKIMS Rewards App: This is where the early access happens. By the time the link hits Twitter, the XXS and 4X sizes are usually gone.
- The "Waitlist" Secret: When something like the Faux Hair thong says "Waitlist," sign up. They often release small batches of "returns" or "unclaimed stock" 48 hours after the initial sell-out.
- Check Local Retailers: Places like Nordstrom and Saks often get the "standard" versions of new collections a week after the SKIMS site drops them.
- Watch the Nike SNKRS App: For the NikeSKIMS Rift shoes launching January 26, the SNKRS app is your best bet for a fair shot at the $150 retail price before they hit the resale market for double that.
Whether you're here for the "Ultimate Bush" or the Nike performance gear, one thing is clear: Kim knows exactly how to keep us talking. The mix of high-fashion innovation and straight-up weirdness is a formula that no other brand has quite mastered yet.