Kim Kardashian Sparks Complaints With See-Through Underwear Photo

Kim Kardashian has raised eyebrows with a new SKIMS post as she promotes her best-selling brand on Instagram. The billionaire mogul, 44, posted via SKIMS this weekend, showing a model in sheer undies as she plugged her Embroidered Tulle collection. Sending out Valentine's Day vibes in March, Kim kept the romance up as the shot featured a model in white undies with heart-shaped motifs on them, but feedback proved mixed. While some sent heart emoji and one fan called the underpants "too cute," another replied: "Gross," with further complaints coming in.

Scroll for the photo. Posing close up, Kim's model showed off a cute, mostly sheer pair of low-rise briefs, ones bearing stitched-on white hearts. A feminine bow added extra flourishes, as did lettuce trim detailing around the elasticated parts.

In a swipe right, fans saw the matching bra, one boasting an underwire, thin straps, plus the same sheer fabrics and heart motifs as the bottoms.

In a caption, SKIMS wrote: "The heart wants Embroidered Tulle. Gizele wears the Embroidered Tulle Thong, size S, and Unlined Demi Bra, size 32B in Marble."

One angry customer replied: "I want my order, your customer service sucks. It’s 4 weeks late." The "gross" comment was likely more about the designs, although most of what SKIMS delivers winds up a sell-out. "I hate it," a third fan wrote, adding that SKIMS ads always feature models with "perfect skin." Kim founded her brand in 2019. In 2024, SKIMS was valued at $4 billion while Kim herself hit a $1.3 billion net worth.

Kim Kardashian was already ushering in summer this month as she revealed a new SKIMS Swim drop on Instagram. Pinging out her bikini bottoms during this beach shoot, the reality star flaunted her 24-inch waist in a leopard-print bikini, rocking a cropped tank top with spaghetti straps, plus stringy briefs. In a caption, she told her mass fanbase:

"Coming March 6: New Swim Shop. Three years after its breakout launch, the game-changing swim that started it all is back to break the internet (again)."

In 2023, Kim Kardashian showed off a particularly peachy view in this hot pink bikini, modeling another of her designs as she hit the beach to promote SKIMS.

SKIMS is also fresh in the news as it acquires the SKKN by Kim skincare brand founded by Kim in 2022. “My mission has always been to create products that resonate deeply—whether it’s shapewear and lingerie that empowers or makeup and skincare that transforms,” Kim shared in a recent press release. She added: “Uniting everything under the Skims brand streamlines that vision.” SKKN by Kim launched in the wake of Kim shutting down her KKW Beauty brand.