Greenpeace has accused Kim Kardashian of using the climate crisis as a “punchline” to promote her “nipple bra”.
The environmental charity has criticised Kardashian after she released a video to promote her new lingerie item, which is part of her Skims clothing line.
In the promo, the 43-year-old says: “The sea levels are rising. The ice sheets are shrinking.
“I’m not a scientist, but I do believe everyone can use their skill set to do their part.
“That’s why I’m introducing a brand new bra with a built in nipple, so no matter how hot it is, you’ll always look cold.”
Skims says it is donating 10% of proceeds from the sales of the bra to 1% For The Planet – an international organisation whose members contribute at least 1% of their annual revenue to environmental causes.
But the product has attracted criticism from Greenpeace, which has accused Kardashian of making “a mockery of the climate crisis“.
In an Instagram post, entitled “Greenwashing explained – climate activists vs Kim Kardashian”, the charity said the reality star was “co-opting the language of climate activists to promote a plastic product made from petrochemicals”.
It described the advert as an “obvious case of greenwashing”, alleging the product is marketed to appear more eco-friendly than it actually is.
Greenpeace said: “We need more climate conversations in the mainstream.
“But using melting glaciers and rising sea levels as a punchline to improve your profit margins makes a mockery of an issue that is devastating millions of lives.
“We desperately need global icons like Kim Kardashian to champion the fight against climate change.
“Sadly that isn’t what’s happening here.”
The advert “perpetuates the harmful profit-driven system accelerating the climate crisis,” Greenpeace said.
The charity also claimed the ad diverts attention from more “more impactful actions”, such as the proposed UN Global Plastics Treaty.
This week, negotiators from across the globe gathered in Kenya’s capital Nairobi for talks to establish the landmark international treaty to combat plastic pollution.
The devastating impact of plastic pollution on ecosystems, climate, the economy and health costs up to $600bn (£482bn) every year, according to the UN.
Plastics production is expected to double in the next 20 years if no action is taken, it added.
Sky News has contacted Skims for further comment.