Greenpeace has accused Kim Kardashian of using the climate crisis as a “punchline” to promote her “nipple bra”.
The environmental charity criticized Kardashian after posting a video to promote her new lingerie item, which is part of her Skims clothing line.
In the promo, the 43-year-old says: “Sea levels are rising. Ice caps are shrinking.
“I’m not a scientist, but I believe everyone can use their skills to do their part.
“That’s why I’m introducing you to a brand new bra with a built-in nipple, so no matter how hot it gets, you’ll always look cold.”
Skims says it will donate 10% of proceeds from sales of the bra to 1% For The Planet, an international organization whose members contribute at least 1% of their annual income to environmental causes.
But the product drew criticism from Greenpeace, which accused Kardashian of “making fun of climate crisis“.
In an Instagram post titled “Greenwashing explained – climate campaigners against Kim Kardashian”, the charity said the reality star was “co-opting the language of climate campaigners to promote a plastic product made from of petrochemical products.
He described the ad as a “clear case of greenwashing”, alleging that the product is marketed to appear more environmentally friendly than it actually is.
Greenpeace said: “We need more debate about climate among the general public.
“But using melting glaciers and rising sea levels as an argument to improve your profit margins makes a mockery of a problem that is devastating millions of lives.
“We desperately need global icons like Kim Kardashian to champion the fight against climate change.
“Unfortunately, that’s not what’s happening here.”
The ad “perpetuates the harmful profit-driven system that is accelerating the climate crisis,” Greenpeace said.
The charity also claimed the advert diverted attention from more “impactful” actions, such as the proposed UN global plastics treaty.
This week, negotiators from around the world gathered in Nairobi, the capital of Kenya, for negotiations aimed at establishing a historic international treaty to combat plastic pollution.
The devastating impact of plastic pollution on ecosystems, climate, economy and health costs up to $600 billion (£482 billion) every year, according to the UN.
Plastics production is expected to double over the next 20 years if no action is taken, the statement added.
Sky News has contacted Skims for further comment.