Skims’ pierced nipple bra excites Chinese netizens

What happened Kim Kardashian’s Skims shapewear brand today launched the Ultimate Pierced Nipple Bra, a daring evolution of its viral 2023 fake erect nipple design. Made from soft sheen microfiber, lightweight foam and teardrop-shaped padding, the nipple bra returns with an edgy faux piercing detail. The retro campaign video says the unusual underwear style offers the “ooo without the ouch.” Skims pushes the boundaries — again The brand’s official Instagram post unveiling the Ultimate Pierced Nipple Bra garnered over 70,000 likes within just 24 hours of publication — the highest level of interaction that the account has seen since February, when a sultry campaign featuring influencer Darianka Sanchez spurred a similar level of buzz. Despite Skims moving down four places in the Q1 2025 Lyst Index of hottest brands, largely due to Kardashian being widely boycotted for her association with the Trump family, the brand is evidently still managing to generate cultural relevance online. Priced at $74 and available in three neutral shades, this provocative Skims shapewear design by the Kardashian-owned brand has not yet been posted on Weibo, or Xiaohongshu (also known as RedNote), perhaps attempting to swerve controversy among Chinese consumers. But, netizens there are still talking about it. The Jing Take Even though Skims’ official Xiaohongshu account has yet to acknowledge the launch, conversation is heating up around the Ultimate Pierced Nipple Bra. Despite the strategic silence, user-generated content is gaining traction. A fan-run Skims buyer account posted about the bra, which has spurred some positive engagement. In China, brands often approach bold or risqué topics with caution, but this case shows they may be underestimating their audience. On Xiaohongshu, the hashtag for nipple piercings (#乳钉) has 30.5 million views, reflecting young consumers’ growing openness and appetite for playful, provocative fashion. Posts are mostly of men showing off nipple piercings, interestingly. Comments under posts discussing the Pierced Nipple Bra by Skims are supportive, with users calling the bra “sexy,” “fun,” and “empowering.” Some even suggest DIY versions, proving that the design is inspiring fashion-forward netizens. The only notable critique is that the look reminds some people of Sex and the City, though even this is framed more as a nostalgic observation than a complaint. Chinese consumers, especially younger ones, are clearly ready for brands to be bolder than they think. Fashion memes are known for causing controversy in the mainland, usually linked to pricing, politics, or cultural sensitivities. Like on Western platforms, nudity is censored in China across social media platforms, from Weibo to Xiaohongshu and Douyin. Because the Skims Pierced Nipple bra points to female empowerment through sex positivity, it has averted criticism. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Skims’ pierced nipple bra excites Chinese netizens