A towering 60-foot inflatable of Kim Kardashian in a blue bikini has taken over Times Square, leaving fans divided over whether it’s an iconic marketing move or a disturbing spectacle
Kim Kardashian has never shied away from jaw-dropping publicity stunts, but her latest move might be her most surreal yet. The SKIMS founder stunned New Yorkers on Tuesday with a colossal 60-foot blowup version of herself, sprawled across Times Square in a Tide Blue bikini. While some fans hailed it as a stroke of marketing genius, others found the enormous doll unsettling, even eerie.
Positioned on a blue block featuring the SKIMS logo, the inflatable Kim lay with her arms over her head, replicating a recent photoshoot for the brand’s new swimwear collection. The timing of the campaign aligns with the launch of SKIMS’ latest Signature Swim String Bikini, set to drop on March 6.
As the enormous figure loomed over one of the busiest intersections in the world, it quickly became the centre of conversation. Some passersby excitedly snapped selfies with the surreal installation, celebrating its creativity. Others, however, expressed discomfort, calling it “unnerving” and “bizarrely lifelike.” One observer commented, “It’s like some dystopian fever dream. Kim’s watching over us all.”
Social media reactions exploded almost instantly. While die-hard Kardashian supporters praised the spectacle as a testament to her branding power, critics compared it to something out of a sci-fi horror film. “I love Kim, but this feels like an episode of Black Mirror,” one user posted. Another joked, “What’s next? A talking animatronic Kim telling us to buy SKIMS?”
Beyond the visual spectacle, some have questioned whether the campaign crosses into excessive self-promotion. Marketing experts, however, argue that it’s a masterclass in brand awareness. “Kim understands the power of shock and scale,” said PR specialist Lila Carmichael. “Whether you love or hate it, you’re talking about it – and that’s the goal.”
This is far from the first time Kardashian has used unconventional methods to promote her brand. From nearly-nude billboard campaigns to viral social media stunts, the reality star-turned-business mogul knows how to command attention. Yet, this inflatable iteration of herself might be the most audacious yet.
As the towering figure remains a centrepiece in Times Square, one thing is clear: Kim Kardashian has once again succeeded in making the world stop and stare. Whether it’s admiration or unease, she thrives on keeping the conversation going – and with this latest spectacle, she’s done exactly that.
