Yea, can you believe it? I would have never imagined that nipples and climate change could be connected, but thanks to Ms. Kim Kardashian, they now share an unexpected association.
In an ingenious marketing campaign last week, Kim Kardashian captured the internet’s attention by sparking considerable controversy with the release of her new advertisement for her underwear brand, SKIMS.
In her latest campaign, she drew a surprising connection between lingerie and climate change. She began by stating, “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.“
She then went on to say, “That’s why I’m introducing a brand-new bra with a built-in nipple so matter how hot it is, you’ll always look cold.“
Kim concluded the video by declaring, “Some days are hard, but these nipples are harder. And unlike the icebergs, these aren’t going anywhere.“
SKIMS has committed to making a one-time donation of 10% of the sales from the nipple bra to support 1% for the Earth, a non-profit organization co-founded by Yvon Chouinard, the founder of Patagonia, and Craig Mathews, the founder of Blue Ribbon Flies.
As usual with Kardashian-related projects, this campaign caused a division of the internet realm.
Initially, many were skeptical of the advertisement, assuming it was some sort of April Fools’ prank. One commenter remarked, “I thought it was a joke…” On the other hand, some found the bra to be absolutely amusing and considered it a brilliant concept. Likewise, a few individuals pointed out its potential benefit for those who have undergone breast surgery, such as for breast cancer.
However, most commentators did not view the campaign favorably, expressing the opinion that the brand seemed to be treating climate change as a joke. One individual commented, “I’m sorry…. But we are actually in a climate crisis and Skims is worried about if our nipples are showing through our shirts?? Why not use that money to help create climate crisis solutions?” while another person stated, “It’s strange to use the climate crisis as a marketing strategy.”
SKIMS’ Sustainability Initiatives
Upon seeing this campaign, my initial reaction was twofold. On the one hand, I appreciate the donation to a climate change-fighting non-profit organization, and I think it is a genius marketing move. Yet, on the other hand, I am wondering whether SKIMS is actively pursuing additional measures to minimize its own contributions to climate change and its impact on the environment and society.
So, let’s take a look at their sustainability initiatives.
Upon visiting the SKIMS website, I noticed that there isn’t a dedicated section addressing sustainability or ethical practices. Nevertheless, after searching, I found some relevant information in the SKIMS website’s FAQ section.
Within this section, I found two questions that discussed this topic.
The first question inquires, “How does SKIMS practice sustainability?” To which the brand responds, “At SKIMS, we are dedicated to upholding the highest ethical standards and ensuring legal compliance in all facets of our business and product supply chain. We exclusively collaborate with suppliers and vendors who share our commitment to sustainability, accountability, and transparency.“
The second question addresses the topic of fair wages for workers, with the brand asserting, “All of our warehouse and factory workers are guaranteed fair wages, safe working environments, and healthy conditions.“
These responses, however, offer rather limited and generalized information, and the brand does not provide any supporting documentation to substantiate its claims.
Perhaps, instead of fixating on the visibility of nipples, SKIMS should focus on offering more comprehensive details about its sustainability efforts and enhancing its practices.