On March 3, a 60-foot tall Kim Kardashian balloon suddenly appeared in the heart of Times Square, New York. Unveiled as part of the promotional campaign for the latest Swimwear Collection from Skims, the brand co-founded by Kardashian, this striking installation quickly became the center of attention. With its overwhelming presence, the bold and unconventional marketing stunt captivated passersby, stopping them in their tracks and sparking waves of astonishment and excitement throughout Times Square.
The massive balloon replicates Skims’ latest swimwear designs, featuring the Signature Swim Triangle Bikini Top and Signature Swim Tanga Bikini Bottom. Kardashian’s balloon is dressed in a vibrant blue bikini in the shade “Tide”, a standout color from the collection. Beneath the installation, a 4-foot high deck has been set up, prominently displaying the Skims logo.
The installation was produced by Amy Kule of Merry Wonderer. The Skims Swimwear Collection offers a variety of products, including Signature Swim pieces, terry cloth and cotton jersey cover-ups, and poolside accessories. This season’s lineup introduces five standout colorways: Champagne Leopard, Champagne Tiger, Snow, Tide, and the brand’s signature Onyx.
For this campaign, Kardashian was featured in visuals shot by Playboy photographer Ana Dias in the Bahamas. Regarding the new collection, she commented, “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 brand describes this collection as “your passport to a sexy getaway wardrobe that exudes confidence and effortless style.”
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Skims has consistently featured Kardashian in its campaigns. In April 2024, she appeared in the “Skims Swim” campaign shot by Nick Knight. In February 2024, Skims also announced its collaboration with Nike for the launch of “NikeSkims,” an innovative activewear line blending sports and style. Later in November, Skims introduced an exclusive collection in partnership with Dolce & Gabbana, “Dolce & Gabbana × Skims,” bringing a luxurious perspective to the brand’s offerings.
In December 2024, Skims opened its first flagship store on Fifth Avenue in New York City. Spanning 6,570 square feet, the store offers a wide range of products, including shapewear, underwear, loungewear, and exclusive collections. The opening of this flagship store marks a significant milestone in the brand’s expansion, reinforcing its retail presence and enhancing the in-store customer experience.
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