Why Is Skims Launching a Nipple Bra?

After a buzzy foray into menswear earlier this week, Skims has already announced its next product: a nipple bra. What exactly is that, you may ask? According to Kim Kardashian, who gracefully modeled the new innovation while debuting the product on Oct. 27, it’s a regular push-up bra with built-in, faux nipples.

Upon discovery, the internet was in disbelief. Despite inquiries around whether this was a delayed April Fools’ joke, turns out, it’s actually a pretty genius way to market Skims’s investment in advancing carbon removal. The company also announced it would donate 10 percent of the bra’s sales to 1% For the Planet, an organization dedicated to addressing the global environmental crisis. Earlier this year, Skims also announced its participation in Watershed’s Frontier market initiative, a long-term climate-change commitment to accelerate permanent carbon removal.

“Some days are hard, but these nipple are harder. And unlike the icebergs, these aren’t going anywhere,” Kardashian says, wearing the upcoming launch under a seamless bodysuit and, later, a tee, presumably also from Skims. Launching on Oct. 31, the Ultimate Nipple Bra promises a “perfect fullness” and, of course, the fake nipples. While this iteration might seem bizarre, there’s certainly an existing market for the new bra. Nipples can be your best accessory, according to the many celebrities we’ve seen in completely sheer dresses, see-through swimsuits, and wild variations of the naked trend. In fact, Kardashian has demonstrated that in her own style choices on numerous occasions. Why not draw even more attention to the nipples with a full-coverage, push-up bra?

As Kardashian so aptly declares, she’s not a scientist, but she does “believe everyone can use their skillset to do their part.” So she’s using her wildly popular undergarment brand — and entrepreneurial mindset — to do her part in saving the planet.

Watch Kardashian’s hilarious announcement in full below.