Some love it, some don't get it.

This time, a bra with a built-in faux nipple, which landed on the official SKIMS website on October 31st.

The internet was quick to react, with some users hailing the business move as 'genius' while others questioned as to whether to not it was a 'joke'.

In the humorous promo video, the Kardashian sister calls attention to climate change.

“The Earth’s temperature is getting hotter and hotter. Sea levels are rising. The ice sheets are shrinking. I’m no scientist, but I believe everyone can do their skillset to do their part,” she shared to her 364 million followers on Instagram.

“That’s why I’m introducing a brand-new bra with a built-in nipple so matter how hot it is, you’ll always look cold,"

This left many wondering about its practicality and the motivation around adding a nipple to one her the bras within her brand.

"Is this a joke??? Please tell me it's a joke!!" one user asked.

"She lost her mind. Is this a joke?" another questioned.

"Why did I think this was an SNL skit?!" a third added.

However, a certain demographic has welcomed the move and applauded Kim's inclusivity: those who have, or know someone who has, undergone a mastectomy, the surgery to remove a breast.

"AS A BREAST CANCER SAVIOR [survivor] I THANK YOU SO MUCH!!!! I'M ACTUALLY CRYING RN" one shared.

"This is hitting breast cancer baddies differently Thank you!" another applauded.

"I’m sure people who had mastectomy’s would appreciate this," one user pointed out.

"People who don’t understand this and why it’s amazing are very fortunate to not have known a loved one with Breast cancer. This is amazing!!" a fourth added.

Regardless of whether Kim intended to cater to those who have had mastectomies, she still has good intentions releasing the bra.

"In addition to our investment in advancing carbon removal, SKIMS is proud to donate 10% of sales from our SKIMS Ultimate Nipple Bra, as a one-time donation, to @1percentftp, a global network with thousands of businesses and environmental organizations working together to support people and the planet," the SKKN founder wrote.

If its your thing, the Nipple Push-Up Bra is now available to purchase on the SKIMS website for €60.

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