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In 2025, Kim Kardashian’s SKIMS brand has evolved from a shapewear startup to a multifaceted lifestyle empire. Building on its success, SKIMS has expanded into menswear, swimwear, and innovative lingerie designs. The brand’s growth is further exemplified by the opening of its first flagship store in New York City and the introduction of a drive-through retail experience in Los Angeles. In May 2025, Kardashian appeared to step out with shocking new piercings — but it’s actually just her brand at work. Here’s what to know.

Kim Kardashian debuted the new SKIMS bra that gives wearers faux nipple piercings

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Kim Kardashian is breaking boundaries once more with a new SKIMS design. On May 20, 2025, she was spotted leaving a home in Los Angeles with what appeared to be nipple piercings seen through her shirt. However, Kardashian likely doesn’t have the actual piercings. Instead, she debuted the new SKIMS Pierced Nipple Push-Up Bra. The bra retails for $74 and becomes available for purchase on May 22, 2025.

“Made to be seen,” the website description reads. “Our viral Ultimate bra is back, reinvented with a built-in raised nipple detail and removable nylon-coated nipple piercing for an unforgettable statement. Designed in a super soft sheen microfiber fabric with lightweight foam, this innovative plunge solution features teardrop foam pads for sexy, natural-looking lift and support.” To make the bra customizable, wearers can remove the nylon jewelry.

Fans adore the look.

“YESSSSSS LETS GOOO, for all my low pain tolerance girlies!!!” one user commented on the SKIMS Instagram ad.

“As someone who lost her nipples (and boobs) to breast cancer and always wanted to pierce hers before diagnosis, this is everything and I will be purchasing!!!!” another fan wrote.

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