"I don't understand where the problem is with going without a bra. For me it's sexy, comfortable and I feel very good with my breasts, that's the truth." With these words, in 2017, Kendall Jenner defended her decision to release and show her nipples with absolute normality, without wearing a bra, to reclaim the female body.
Six years later, her sister Kim Kardashian has sparked controversy over a new collection from Skims, her successful underwear brand. The businesswoman has put the Skims Ultimate Nipple Bra on sale, a model that has built-in nipples to achieve the effect that women go braless on the street. "No matter how hot it is, it will always feel cold," the celebrity says in the ad.
The objective behind this bra, which for many is a provocation, is to help combat global warming. The company will donate 10% of profits from sales to One Percent for the Planet, an international organization that defends the environment. But for many, what Kim has done is join the movement
This protest was followed in 2017 by many celebrities, including Rihanna, Miley Cyrus, Dua Lipa, Chiara Ferragni and Cara Delevingne. It emerged as a response to censorship of the female body on social networks. Women could not publish images showing their breasts like men did, which is why this movement was created to defend the right to be able to show one's body freely without encountering the Instagram veto.
The movement had emerged in 2013 thanks to the independent film directed by Lina Esco that showed a group of girls taking to the streets of New York topless to protest against cultural taboos. Years later, there were many celebrities who joined this feminist revolution, going out without a bra.
Now Kim is once again claiming this movement - she joined in 2017 - with a campaign that has conquered a particular group: women who suffer or have suffered from breast cancer and have undergone a mastectomy. "I just fought breast cancer and lost my right breast, so this is awesome for me! I can't wait to have one," says one woman on Instagram.
"As a breast cancer survivor, I thank you very much. I'm actually crying," says another user in the Skims publication on the social network.
