Kim K’s viral bush thong isn’t the feminist moment you think it is, says expert

Kim Kardashian’s latest Skims release, the faux hair micro string thong, has set the internet alight. The cheeky piece, featuring faux pubic hair sewn into the fabric, is being celebrated by some as a bold fashion statement and slammed by others.

Somewhere between fashion stunt and feminist statement, it’s got the internet gagged, confused, and maybe just a little intrigued.

But while the reactions online range from “love it” to “what even is this,” sex experts are waving red flags about what it could mean for body confidence and intimacy.

Now, before we all start clapping for “representation”, let’s not pretend this isn’t a bit ironic.

The Kardashians are practically allergic to body hair; they practically Ken dolls down there.

These are women who wax like it’s an Olympic sport. Kardashian once lasered her baby hairs to get that smooth, snatched forehead, and now she’s out here selling faux pubes? Please, babe. Pick a struggle.

“Fashion has always flirted with sexuality, but when underwear starts dictating what's 'normal' in the bedroom, we've got a problem,” warns Julia Stein, a Berlin-based sex consultant and relationship advisor.

“When something as personal as pubic hair becomes a fashion statement, it stops being about your body and starts being about what's trendy. People already face enough pressure about grooming choices.

Now we're adding another layer, should I have hair, remove it, or wear fake hair?”

The thong, whether intended as a playful nod to body positivity or just a viral stunt, is feeding a performance mindset. By turning pubic hair into an accessory, it sends a subtle message that even our most intimate features need curating, styling, or buying. How’s that for capitalism doing cartwheels?

Stein says the whole thing feeds into this idea that sex should look a certain way, even if it means faking nature itself.

“Sex thrives on authenticity. The moment you start performing for an imagined audience, even if that audience is just the version of yourself you think you should be, pleasure takes a backseat,” she adds.

And who wants to be mid-romance, worrying if their synthetic bush is sitting skew or smelling like plastic?

What started as a cheeky fashion stunt ended up being another reminder that nothing is safe from becoming an accessory, not even your private parts.

“We’re seeing more people, particularly younger adults, struggle with sexual self-esteem because their bodies don’t look like what they see online or in shops,” Stein says. “When fashion commercialises intimate features, it reinforces the idea that your natural body isn’t enough.”

Body confidence goes out the window when your bits have to look “on brand.” And that affects intimacy. “Before long, they’re avoiding intimacy altogether because they don’t feel ‘ready’ or ‘good enough',” Stein says.

The bush thong might just be another headline for Kardashian, but for the rest of us, it’s another reminder that we don’t need to decorate our bodies to deserve pleasure.

As Stein puts it: “Healthy sexuality starts with accepting your body as it is, not as a brand tells you it should be. Whether someone chooses to groom or not should come from personal preference, not from trying to match a product or trend. The moment intimacy becomes performative, it stops feeling good.”

So ja, maybe skip the fake bush and just bring your real one or don’t. Just make sure it’s your choice, not a marketing plan.