New Yorkers are used to big things—big lights, big crowds, and now, a big a$$ Kim Kardashian floating above them. Not since an alien mothership parked itself over the city in Independence Day or King Kong made his historic climb up the Empire State Building have New Yorkers looked up in such bewilderment. But this time, it’s not an invasion—it’s a marketing stunt, as Skims, the shapewear and apparel brand co-founded by Kardashian, has taken over Times Square with a colossal 60-foot balloon of the reality star herself. And all in the name of swimwear.
Bigger, Bluer, and Bolder
Towering above the city’s busiest intersection, this Kardashian-inflated spectacle is rocking the latest Skims Swim collection, complete with a triangle top and cheeky tanga bottoms in a sleek “tide” blue. And because simply floating above thousands of tourists wasn’t dramatic enough, the installation is perched on a four-foot deck wrapped in Skims’ signature branding—because why go big when you can go even bigger?
Making a ‘Huge’ Statement
Skims has never shied away from buzzworthy marketing, but this campaign is next-level inflated self-confidence. The stunt, executive produced by Amy Kule of Merry Wonderer, ensures that even in a city where billboards are as common as hot dog carts, this ad campaign is impossible to miss.
But the real star of the show (besides Balloon Kim) is the latest Skims Swim collection, which includes sleek swimwear, terry and cotton jersey cover-ups, and must-have poolside accessories. Available in five colorways—champagne leopard, champagne tiger, snow, tide, and the classic Skims onyx—the collection promises mix-and-match pieces designed to flatter everybody.
Internet Reacts to the ‘Kim-flatable’
The enormous Kardashian hasn’t gone unnoticed—especially by social media users. The Kim-flatable has already ignited online chatter, particularly in the Skims Instagram comments, and let’s just say, opinions are divided.
“Idc Skims has the greatest marketing team,” one Instagram user praised.
Another was less impressed: “I love Skims and this is so awful.”
Some even questioned the balloon’s sizeable influence, calling it an “unrealistic representation” of women’s bodies, while others felt the timing was out of place considering current events. And of course, there were concerns about young eyes catching a glimpse of the spectacle.
“Love Skims, but why would you ever expose children to this? That’s just so wrong,” one critic wrote.
Kim Takes the Plunge
Kardashian, who is no stranger to being larger than life, took her latest campaign to the Bahamas, where she posed for sultry shots by Playboy photographer Ana Dias. The campaign embraces Y2K-era fashion nostalgia while delivering high-fashion heat, proving once again that Skims is all about confidence, style, and just the right amount of spectacle.
“I absolutely love how this collection has something for everyone—whether you’re on vacation or at the beach, it’s all about feeling confident and amazing in what you wear,” Kardashian shared in a statement. The brand describes the collection as “your passport to a sexy getaway wardrobe that exudes confidence and effortless style.
From Bikini Drops to Big-Time Collabs
Skims has been making waves far beyond the swim scene. In February, the brand announced a blockbuster partnership with Nike, launching NikeSkims—a game-changing collab that aims to redefine activewear for women. The partnership merges cutting-edge innovation with Skims’ signature sleek aesthetic, proving that the brand is just as comfortable dominating the gym as it is the beach.
But for now, it’s all about making a big splash—literally. With a 60-foot Kim watching over Times Square, one thing’s for sure: Skims is reaching new heights, and it’s not coming down anytime soon.
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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