The incredible story behind the 60-foot Kim Kardashian balloon in Times Square

American shapewear and clothing brand Skims came up with a highly innovative way of advertising their new collection of swimwear, with the company’s co-founder center stage.

Giant, inflatable bikini-clad Kim Kardashian in NYC

Anyone who has crossed Times Square in New York City over the past couple of days can’t have missed a giant, 60-foot-long inflatable model of Kim Kardashian, reclining wearing a tiny blue bikini.

The campaign has certainly caught the public’s attention and not just New Yorkers' - tourists visiting the Big Apple have been taking photos of the larger-than-life model to post online.

It’s a marketing exercise to promote SKIMS Swim Shop - a new collection of swimwear for Spring 2025 which will drop at midday on Thursday 6 March (12 p.m. ET / 9 a.m. PT). The collection features one piece swimsuits, twist top bikini tops, tangas, hoodies and capri swim pants. The collection comes in five colorways: champagne leopard, champagne tiger, snow, tide and onyx.

Kardashian has given a few teasers of the collection already by posting a set of images of herself in the Bahamas modeling the same tide (pale blue) bikini that her inflatable model is wearing in Times Square.

It’s sure got people talking which is what advertising is all about. Kardashian wrote 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!”

The Claes Oldenburg-inspired installation was executive produced by Merry Wonderer CEO Amy Kule who has worked on similar marketing projects for The Macy’s Thanksgiving Day Parade and The Rose Parade.

“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,” Kim said in a press release.

Kardashian‘s Skims models

Previous Skims’ campaigns have featured Paris Hilton, Megan Fox, Cardi B, Olivia Munn, Addison Rae, Sabrina Carpenter, Kate Moss and Charli XCX among others, although the 2025 Spring collection marketing has to go down as the biggest and best yet.

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