The internet went wild after Hailey Bieber and Rihanna surprised fans by announcing that they plan to wear Kim Kardashian’s SKIMS “The Ultimate Bush” as part of their outfits for an upcoming fashion event. The two icons shared behind-the-scenes photos on Instagram, describing the piece as “incredibly soft” and “something totally new in fashion” — but their post quickly ignited a firestorm of reactions.
Hailey shared a mirror selfie wearing a custom-styled version of the piece, captioned “it’s really so soft, I can’t believe it’s SKIMS.” Rihanna followed with her own photo shoot — edgy lighting, oversized jacket, and the same bold SKIMS item — writing simply: “Comfort meets chaos.” The images went viral instantly, collecting millions of likes within hours, but also sparking heated debates across social platforms.
While some fans praised the duo for embracing body confidence and experimental fashion, others criticized the choice as “too provocative” and “pure marketing shock value.” Fashion bloggers have called it “the most talked-about crossover between pop culture and branding this year.”
Insiders close to SKIMS revealed that Kim Kardashian personally gifted Hailey and Rihanna the limited-edition pieces ahead of the show, aiming to create a viral fashion moment. And it worked — “The Ultimate Bush” has reportedly sold out online in multiple regions since the post went live.
However, controversy continues to swirl. Critics argue that the campaign blurs the line between empowerment and sensationalism, while others defend it as a bold statement on modern femininity and self-expression. One viral tweet summed up the chaos: “Only Rihanna and Hailey could turn something called ‘The Ultimate Bush’ into a global trend in under 24 hours.”
Whether seen as art, fashion, or PR genius, one thing is clear — Kim Kardashian’s SKIMS has once again taken over the internet, and everyone will be watching closely to see what happens when Hailey and Rihanna actually step out wearing “The Ultimate Bush” on the runway.