Climate change organization Greenpeace UK called Kim Kardashian's advertisement for her nipple bra a "mockery" of the issue it's committed to curtailing.
The Skims founder launched a bra with built-in nipples Oct. 27 by posting a video to Instagram in which she associated the Earth's rising temperature with her new product, adding that 10% of proceeds would be donated to efforts to combat climate change. The bra has a built-in nipple "so matter how hot it is, you’ll always look cold."
"Some days are hard but these nipples are harder. And unlike the icebergs, these aren’t going anywhere,” she added.
Greenpeace UK took issue with mentioning the environment while trying to sell a bra.
"Using melting glaciers and rising sea levels as a punchline to improve your profit margins makes a mockery of an issue that is devastating millions of people’s lives," the organization wrote on Instagram Nov. 17.
"We desperately need global icons like Kim to champion the fight against climate change," the caption continued. "Sadly, this isn’t what’s happening here. Kim’s new advert perpetuates the harmful profit-driven system accelerating the climate crisis, and diverts attention away from more impactful actions, like the UN Global Plastics Treaty, which offer a real chance for systemic change."
The treaty, signed by 175 nations, commits to developing a legally binding agreement by 2024 to decrease plastic pollution.
The ad drew a mixed response amid consumers when it first went live.
“This video is so cute and Kim had it going on but hell to the no,” a follower commented.
“I thought this was a joke...” someone else commented. On X, people said they immediately thought of “Saturday Night Live:” “I thought this was a SNL parody.”
But the excitement for the product was stronger than skepticism at the time.
“This women never fails on her marketing! I WANT TO BUY it ALL,” someone else said.
“That’s wild, but I’m gunna get one,” an X user wrote.
Some saw the “value” in this bra particularly for breast cancer survivors. “Women who have suffered from breast cancer and want that extra boost of confidence, are going to appreciate this so much,” one comment read.
“My breast cancer surviving family would probably like this!” another comment read.
In the product-launching video, Kardashian said, "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 skillset to do their part.
"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. Some days are hard but these nipples are harder. And unlike the icebergs, these aren't going anywhere," she added.
The product became available for purchase Oct. 31, per the ad's caption.
Skims said it will donate proceeds generated from this bra to a climate change organization.
"In addition to our investment in advancing carbon removal, SKIMS is proud to donate 10% 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," the caption said.
TODAY.com has reached out to Skims for further comment.
