Kim Kardashian launches polarizing new Skims bra with faux nipples ‘for shock factor’

“Some days are hard, but these nipples are harder.”

On Friday, Kim Kardashian announced the launch of Skims’ Ultimate Nipple Bra ($62), a new version of the brand’s beloved push-up style “with a built-in, faux nipple for shock factor,” as the brand explained on Instagram.

“The Earth’s temperature is getting hotter and hotter. The sea levels are rising. The ice sheets are shrinking. And I’m not a scientist, but I do believe everyone can use their skillset to do their part,” Kardashian began in a cheeky campaign video announcing the news.

“That’s why I’m introducing a brand-new bra with a built-in nipple — so no matter how hot it is, you’ll always look cold.”

In the playful clip, Kardashian models her perky innovation beneath second-skin Skims separates in her preferred neutral hues.

She announced the news with a playful skit.

Skims Ultimate Nipple Bra
Skims’ Ultimate Nipple Bra drops Oct. 31.

“And unlike the icebergs, these aren’t going anywhere,” she quipped of her nips.

While most of Kardashian’s and Skims’ social media followers seemed thrilled about the launch — “I wanna hate … but this is kinda genius and WILL sell,” one person commented, while another wrote, “It’s so unhinged and yet I love it” — others couldn’t wrap their heads around the concept.

“For a second I thought it was an April fools but it’s October lol,” one quipped.

Kim Kardashian wearing the Skims Ultimate Nipple Bra
“Some days are hard, but these nipples are harder,” Kardashian quipped.

Kim Kardashian wearing the Skims Ultimate Nipple Bra
“[The] Ultimate Nipple Bra is a first of its kind innovation; a push-up bra so bold that it has never been done before,” a Skims press release reads.

“I thought this was a joke…,” another wrote, while a third chimed in with, “Kind of a slap in the face to our current climate crisis but okay…”

Others applauded the product’s inclusivity; “Women who have suffered from breast cancer and want that extra boost of confidence, are going to appreciate this so much,” one shared.

“I’ve just battled breast cancer and lost my right breast so for me this is genius! Can’t wait to get one,” another agreed.

Kim Kardashian wearing the Skims Ultimate Nipple Bra
Some on social media weren’t sure what to make of the perky design.

Kim Kardashian wearing the Skims Ultimate Nipple Bra
Others applauded the inclusive idea and praised Kardashian as a “marketing genius.”

For more Page Six Style …

The bra will be available starting Oct. 31 in the company’s signature range of skin-toned shades; 10% of sales will benefit global network 1% for the Planet, which partners with environmental organizations “working together to support people and the planet.”

That’s one way to perk up your Friday.