Just days after SKIMS nearly broke the internet by introducing its first full line of offerings for men, Kim Kardashian who heavily influences the fashion world is giving us even more reason to talk. The Skims founder, Kim Kardashian has created a line of bras to create the illusion that wearers are going braless and cold with means the bras have nipple-esque protrusions on the cups.

Kim announced the launch of the Skims Ultimate Nipple Bra and wrote, “No matter how hot it is, you’ll always look cold,” and “Unlike the icebergs, these aren’t going anywhere.”

The Skims founder also shared a series of images of Kim modeling the SKIMS Ultimate Nipple Bra. “COMING OCT 31: THE ULTIMATE NIPPLE BRA. Perfect fullness with a built-in, faux nipple for shock factor – meet the newest innovation to our Ultimate Bra collection on Tuesday, October 31 at 9AM PT / 12PM ET. Join the waitlist for early access to shop,” she wrote alongside the clip.

Kim does actually have a humanitarian aim with her innovative bra idea. She announced that 10 percent of proceeds from sales will go to an international environmental organization that encourages businesses to donate, One Percent for the Planet, one percent of annual revenue to globally-conscious causes.

Well, Kim is not the only one or let’s say the first one to wear or sell a bra with faux nipples. The author of In Intimate Detail, Cora Harrington, shared a 1970s advertisement for nipple bras on Twitter, which promised “that sensual ‘no-bra-look’ while wearing a bra.”

Kim Kardashian

Dr. Einav Rabinovitch-Fox said “During the 1960s and 1970s, with the rise of the feminist movement and counterculture, the “natural look” gained popularity, especially the “no-bra-look.” Companies, who learned their lesson in the 20s, began marketing this look for women who didn’t dare to forgo them completely.”

So, while Built-In Faux Nipples Bra remains as controversial as ever, maybe we’ll see more woman adopting it.