Booty was in the eye of more than the beholder when a supersized, blowup version of Kim Kardashian was unveiled in Times Square on Tuesday.
The billionaire mogul and reality star turned heads when a 60-foot balloon of her likeness hit the busiest tourist thoroughfare of New York City. The attention-grabbing marketing move was to tease the launch of her new Skims swimwear line, debuting on Thursday.
The buxom installation was executive produced by Amy Kule of Merry Wonderer, who previously spent 20 years leading the production of the Macy’s Thanksgiving Day Parade, Fourth of July Fireworks, and the department store’s Herald Square Flower Show before launching her own creative agency.
The giant balloon, on display through Wednesday, features Kardashian lying horizontally on a 4-foot-tall deck while clad in a tiny blue bikini — identical to the one she wore in a recent Skims photo shoot.
International Playboy photographer Ana Dias shot the 44-year-old mother of four in the Bahamas for the new campaign.
“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,” Kardashian said in a statement.
The collection, featuring swimsuits, coverups and poolside accessories, has been described by the popular brand as “your passport to a sexy getaway wardrobe that exudes confidence and effortless style.”
Across town, Skims also kicked off its exclusive in-store partnership with its men’s underwear line at Bloomingdale’s.