The planet is warming at a catastrophic rate, and it’s everyone’s responsibility to do their part to combat climate change. That’s why Kim Kardashian is—checks notes—selling nipple bras.
The Skims founder has created a line of bras with nipple-esque protrusions on the cups, to create the illusion that wearers are going braless (and cold). Kardashian announced the launch of the Skims Ultimate Nipple Bra with a campy, retro PSA chock full of likes like, “No matter how hot it is, you’ll always look cold,” and “Unlike the icebergs, these aren’t going anywhere.”
Kardashian does actually have a philanthropic aim with her provocative bra. She announced that 10 percent of proceeds from sales will go to One Percent for the Planet, an international environmental organization that encourages businesses to donate, as the name suggests, one percent of annual revenue to globally-conscious causes. (The Skims proceeds are a one-time donation.)
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As Kardashian wrote on Instagram, the bra has a “shock factor,” which is underscored by the social media reaction to the eye-popping lingerie. One comment on the brand’s post read: “For a second I thought it was April Fools but it’s October lol.” Some found the video’s campiness insulting to the severity of the current state of the environment: “Kind of a slap in the face to our current climate crisis but okay…” one person commented. But others lauded Kardashian for the bra, and emphasized how valuable it may be to those who have undergone mastectomies or other treatment for breast cancer. “I’ve just battled breast cancer and lost my right breast so for me this is genius! Can’t wait to get one,” another user wrote.
Kim Kardashian is hardly the first person to wear or sell a bra with faux nipples. Cora Harrington, the author of In Intimate Detail, shared a 1970s advertisement for nipple bras on Twitter, which promised “that sensual ‘no-bra-look’ while wearing a bra.” Dr. Einav Rabinovitch-Fox, a historian who studies the relationship between fashion and politics, added, “During the 1960s and 1970s, with the rise of the feminist movement and counterculture, the “natural look” gained popularity, especially the “no-bra-look.” Companies, who learned their lesson in the 20s, began marketing this look for women who didn’t dare to forgo them completely.”
So, while the nipple bra remains as controversial as ever, maybe we’ll see more people adopting it. For the sake of the planet, of course.
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