“This is so beyond weird”: Internet reacts to Kim Kardashian’s giant float placed at Times Square for SKIMS’ new swimwear collection 

SKIMS has taken advertising to new heights by placing a float in the likeness of Kim Kardashian in Times Square. As part of the campaign for SKIMS' upcoming swimwear line dubbed New Swim Shop, the underwear and loungewear brand installed a 60-foot balloon in a blue bikini bearing the likeness of its creative director, Kim Kardashian.

The serial entrepreneur has been active in the campaign and has posed in some of the collection’s signature pieces like the Signature Swim Triangle Bikini Top and Tanga Bikini Bottom. SKIMS shared visuals of the gigantic balloon on Instagram, and netizens reacted with mixed feelings.

@lifewithreyyy stated:

“This is so beyond weird.”

Other Instagram users felt that the scantily clad float had violated public decency rules:

“That’s too much now!!!! Violating public place,” @deepdewdoll complained.

“Public indecency, this is a lot,” @lleell444 added.

“:/ Family tourism spot,” @charlieloubaby replied.

Others felt that the brand was trying to encourage “unrealistic” body goals:

“And we wonder why so many have body dystrophia. This is an unrealistic body goal that many girls believe they should look like,” @janet_jenkins1 expressed.

“This is not it sis, I love the brand, but the toxicity of your perpetual ideal of the female body is so icky and makes the normal person sad,” @courtneyhugstrees stressed.

“Such an unrealistic representation of a woman’s body,” @savg_lee.

Others praised the brand’s marketing tactics and described it as “iconic” and “next level.”

“Idc skims has the greatest marketing team,” @avioletroot praised.

“Smart advertising,” @daiseetrejo added.

“Iconic. Next level marketing,” @anna.divine.inc gushed.

---

More details on SKIMS' new swimwear campaign starring Kim Kardashian

The 60-foot installation features Kim Kardashian wearing the Swim Triangle Bikini Top and the Tanga bottoms. The float rests atop a 4-foot platform dressed in matching blue and accented by the brand’s logo. The shapewear brand first teased the upcoming swimwear collection on March 3, 2025, with an image of Kim at the beach. The post was captioned:

“Coming March 6: New Swim Shop. Three years after its breakout launch, the game-changing swim that started it all is back to break the internet (again).”

Kim Kardashian expressed that the collection had something for everyone:

“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,”

The Skims New Swim Shop collection features bikinis, jersey cover-ups, and poolside accessories. These products come in five signature colors—tide, onyx, champagne leopard print, champagne tiger print, and snow.

---

The collection launches on March 6, 2025, on Skims.com.