Kim Kardashian has left fans perplexed after launching a new bra with "faux nipples" for her shapewear brand.
On October 27, reality TV star turned fashion and beauty entrepreneur caused quite a stir on social media after announcing SKIMS' latest "innovative" product - the Ultimate Nipple Bra.
In case you can’t quite grasp the concept, the 43-year-old explained in a hilarious campaign video that the $120 bra is a new version of the brand’s beloved push-up style "with a built-in, faux nipple for shock factor".
This is to give the illusion of effects caused by being cold - even during warmer weather.
Watch the SKIMS advert below:Now you're probably wondering why she launched this product.
Well, according to the business mogul, this is because "the Earth’s temperature is getting hotter and hotter. The sea levels are rising. The ice sheets are shrinking," therefore, she believes "everyone can use their skill set to do their part" by wearing nipple bras...
"So no matter how hot it is, you’ll always look cold," she continued, pointing to a detailed diagram of the bra and sporting it under neutral-hued Skims separates.
In the video, Kardashian is sitting on a desk and hurling her hair back, telling viewers: "Some days are hard, but these nipples are harder. And unlike these icebergs, these aren’t going anywhere."
While the new nipple bra is an actual addition to the mom-of-four's collection, fans have been left confused and unable to tell if it is real, mainly due to the skit-like nature of the ad.
"Is this a joke??? Please tell me it's a joke," one shocked user on Instagram wrote, while another equally stunned person commented: "She lost her mind. Is this a joke?"
A third user quipped: "Had to check if it was April Fools Day today," and a fourth user chimed in: "I thought this was a skit but I think this Is actually a thing."
Meanwhile, others praised the product’s inclusivity, noting that it would empower breast cancer survivors. Someone shared: "AS A BREAST CANCER SAVIOR. I THANK YOU SO MUCH!!!! I'M ACTUALLY CRYING RN," and a second interjected: "Of all things Kim has created this is by far the best ever!"
SKIMS has announced on social media that a portion of sales from the fashion drop - which will be available in six colors - will be donated to 1% for the Planet. The bras are currently being sold for $62 on the official Skims website.
"In addition to our investment in advancing carbon removal, Skims is proud to donate 10 percent of sales from our Skims Ultimate Nipple Bra, as a one-time donation, to @1percentftp - a global network with thousands of businesses and environmental organizations working together to support people and the planet," Kardashian revealed in her caption.
With winter approaching, do we really need this bra?