The call to ‘free the nipple’ has been a growing movement in recent times, led by activists and celebrities who have been staunch advocates for challenging the censorship of women’s bodies. However, there’s a new celebrity in town, who has taken on the fight against sexist dress codes and it’s none other than Kim Kardashian.

To announce the launch of its new ‘Ultimate Nipple Bra’—a bra with nipple-like protrusions—SKIMS posted a hilarious and oh-so-very-camp ad featuring its founder. In it, Kardashian draws an unconventional connection between climate change and lingerie. I mean, who needs scientists and experts to explain the complexities of climate change when you can just introduce a bra with built-in nipples, right? Don’t believe me? See for yourself:

 

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A post shared by SKIMS (@skims)

“For a second I thought it was an April Fools but it’s October,” one netizen commented under the Instagram post.

But hey, we’ve got to hand it to Kardashian. She’s determined to make sure we look chilly, no matter how hot the world gets. After all, some days are hard, but apparently, these nipples are harder. And in case you were worried, rest assured that, unlike the icebergs, these nipples aren’t going anywhere, she stated: “The earth’s temperature is getting hotter and hotter. Sea levels are rising. The ice sheets are shrinking. I’m no scientist, but I believe everyone can do their skill set to do their part.”The genius product is set to be available for purchase starting 31 October, as indicated in the video’s caption. SKIMS has also pledged to donate the proceeds generated from this bra to a climate change organisation: “In addition to our investment in advancing carbon removal, SKIMS is proud to donate 10% of sales from our SKIMS Ultimate Nipple Bra, as a one-time donation, to @1percentftp — a global network with thousands of businesses and environmental organisations working together to support people and the planet.”

The response from the brand’s approximately 5 million followers has been mixed so far, with some expressing their reservations. “This video is so cute and Kim had it going on but hell to the no,” commented one follower. Others questioned the legitimacy of the product, with one person remarking “I thought this was a joke,” while others couldn’t help but point out how tone-deaf Kardashian’s comments sounded: “Using the climate crisis as a marketing tactic is greenwashing at its finest.”

On the flip side, there was a notable level of enthusiasm and excitement surrounding the product. Some individuals had nothing but praise for Kardashian’s marketing skills and eagerly expressed their desire to purchase the bra.

However, what truly stood out was the recognition of the bra’s value, especially among breast cancer survivors. Many understood the boost in confidence that such a product could offer to individuals who have undergone breast cancer. Comments poured in, extending support to those who might find solace in this innovative bra.

@nicolaceyy

Do we love it or hate it? I think I’m into it🧊 #skims #nipplebra #skimsnipplebra #kimkardashian #kkw #skimsreview #skimsbras #breastcancerawareness💕 #review

♬ original sound - Nicole Pierson

The product also invoked references to popular culture, reminiscent of iconic scenes from Mean Girls. Commenters playfully drew comparisons to Regina George’s fashion choices and Karen Smith’s humorous remarks from the movie.

@mareeksa

Please dont make this a trend 🤦🏻‍♀️ #kimkardashian #skims #meangirls

♬ original sound - Mareeksa

In sum, SKIMS’ latest offering has elicited a range of reactions, from scepticism to enthusiasm, and even resonance with those who see its potential for empowerment. As one commenter aptly said, this bra is “so fetch.”