Kim Kardashian, in the campaign to present the new bra of her underwear brand Skims.Skims / @pierresnaps
A molded bra that highlights the shape of the nipples. This is the new idea from Skims, the underwear brand launched by celebrity and businesswoman Kim Kardashian in 2019. She stars in the launch campaign wearing the “Ultimate Nipple Bra,” which hits stores on Tuesday, October 31st. In the promotional video, Kardashian appears sitting at the computer in a minimalist office in beige tones, wearing glasses and a ponytail, and addresses her audience to talk about climate change. “The temperature of the earth is getting higher and higher. Sea levels are rising. The ice sheets are shrinking. “I’m not a scientist, but I think we can all contribute with our skills,” she explains, “that’s why I’m introducing a new bra with a built-in nipple, so no matter how hot it is,” you always look cold Next she leans against her office table and adds, “Some days are hard, but these nipples are harder.” And unlike icebergs, they won’t go away.” Then he takes off the tight t-shirt that he wears to demonstrate his new product.
Kardashian tried to combine irony and awareness to introduce her latest bet, but criticism on social media didn’t take long. When many Skims followers saw the campaign, they thought it was stupid, and several of them took to the company’s Instagram account to criticize Kardashian for using an issue like climate change to sell her clothing. “You lost me on that one, Kim…Using climate change as a claim to sell fast fashion…” one Instagram user complained. Even on The Cut’s website, they questioned whether it was a real launch or a marketing ploy since the launch coincided with the Halloween celebration. But they also highlighted Kardashian’s ability to make deals and seize the moment. “How many times have you been embarrassed to show your nipples through your bra for everyone to see?” “Kim Kardashian is once again turning our shame into a product,” the article said.
Because nothing in Kim Kardashian’s world is the result of chance. In the same campaign, she takes the opportunity to tell the world her bra size: she uses 34 C (the equivalent of 90 C in Spain) and for the advertising she chose the model in the color Sienna (which shows that there is diversity ). (Colors that can be combined with anything). type of clothing). And with this novelty, the businesswoman also joins the #freethenipple movement, which in recent years has been committed to allowing breasts and nipples to be shown without fear of censorship on social networks such as Instagram, which prohibit showing them . “The canon of ‘good taste’ still demands that women hide this part of their body on the street or on the networks. This is proven by the regular controversies surrounding this topic: last year, for example, the actress Florence Pugh had to write a manifesto on her Instagram after she dared to show off her buttons, as she called them, at a Valentino show,” mused she Adriana Andolini in this column published last February in S Moda.
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Because in addition to the criticism of the use of climate change as a marketing tool, there is also a lot of support for this new “revolution” proposed by Kardashian on the Skims Instagram account. Several users applauded the idea and joked that Jennifer Aniston will already have several models reserved, alluding to her character Rachel in the series “Friends”, who, in addition to her hair, is always remembered for the shape of her nipples without complexes. . She is not the only celebrity who has claimed to mark her nipple on various occasions: the slip dress worn by model Kate Moss in the 1990s became a statement of principle repeated at all kinds of events; In recent years, Florence Pugh has become a champion of the #freethenipple movement when presenting her films, and actress Anne Hathaway also wrote a chapter in the history of red carpet fashion when she won the Oscar for Best in 2012 Lead actress in “Les Miserables” received a light pink Prada dress that accentuated her nipples. “I looked in the mirror and turned to Adam [su marido] and I said, “My nipples look like they’re hard.” He replied, “You look pretty, your nipples look pointy.” “The red carpet is closing, we have to go,” he explained a few years ago later in an interview with Harper’s Bazaar, in which he stated that this model was not his first choice and recognized that it had been one of his most risky and criticized outfits. .
Although in recent years there has been a tendency that it does not matter that the nipples are visible, that it does not mean shame, as stated in “The Cut”, people often resort to tricks to prevent them visible, such as nipple shields (which have recently appeared on covers and red carpets, from Zendaya to Camila Cabello), to double-sided tape to prevent a pronounced cutout from exposing the nipples, to nipple covers or self-adhesive silicone cups that prevent the shape of the nipple is shown through clothing. But in addition to the debates about whether or not to mark a nipple, several Skims supporters have brought up a different vision of the ultimate nipple bra and talked about, what it can mean for women who have had a mastectomy “It may seem like a joke [el nuevo producto] But I know women who have had mastectomies and reconstructions due to cancer, who have lost their nipples and use nipple prostheses. “I am sure something like this can be beneficial for these women,” said one of the users.
As is often the case with many of Kim Kardashian’s appearances (like when she wore a Marilyn Monroe Museum dress at the Met Gala) and proposals, the debate is open. But here too, the businesswoman and celebrity wanted to forestall criticism: She announced that part of the proceeds from the sale of her new bra (specifically 10%) would be donated to the environmental network @1percentftp, which is committed to protecting the planet.