Kim Kardashian’s latest SKIMS campaign has taken over Times Square—quite literally. The reality star’s brand launched a massive 60-foot inflatable doll of Kardashian in a blue bikini, lying across the city’s most iconic plaza to promote SKIMS’ new swimwear collection.
The installation mirrors a recent photoshoot of the 44-year-old mogul, complete with her signature curves and a deck below featuring the brand’s logo.
While the attention-grabbing stunt has certainly turned heads, social media reactions have been divided. Many users mocked the giant doll, calling it "terrifying" and questioning the need for such an oversized display.
"The Kim doll looks embarrassed to be there," one person joked, while another posted, "This is beyond weird." Some even criticized the campaign’s execution, with one comment reading, "Tacky AF, tone-deaf, ego-centric. Maybe the worst product launch ever."
However, not everyone was against the display. Some fans took the moment to acknowledge Kardashian’s influence and longevity in the industry. "The longevity of her career, and magnitude of her success is amazing.
The longevity of her career , and magnitude of her success is amazing. She’s legit.
— Mike T 🇺🇸 (@MichaelTramuto) March 5, 2025
This is LeBron, Messi, and Tom Brady type of longevity https://t.co/TuEeUzn8I0
— kira 👾 (@kirawontmiss) March 5, 2025
She’s legit," one supporter wrote. Another added, "Not even haters can deny the legacy." One reaction humorously compared Kardashian’s status to sports legends, stating, "She’s deadass the Bron of sluts."
Not even haters can deny the legacy
— Honey Gold (@HoneyGoldxx) March 5, 2025
She’s deadass the Bron of sluts https://t.co/7rTRmcnvo8
— Devon Davis (@Dmoney2499) March 4, 2025
Despite the backlash, Kardashian seemed thrilled with the larger-than-life promotion, sharing an image of the inflatable on Instagram and writing, "OMG… I cannot believe there is a 60-foot float of me in SKIMS Swim in the middle of Times Square." SKIMS’ official Instagram account also hyped up the stunt, posting, "SKIMS Swim takes over Times Square."
The campaign arrives just days before the official SKIMS Swim Shop launch on March 6. Kardashian has been teasing the collection with sultry beach photoshoots, but it’s the viral Times Square balloon that has everyone talking—whether they love it or not.
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