Kim Kardashian's 60-Foot Balloon in Times Square

Source: Kevin Mazur / Getty

Kim Kardashian’s latest promotional stunt for her swimwear collection has ignited a wave of controversy, and rightfully so. Skims, the shapewear and apparel brand co-founded by Kardashian, recently installed a massive 60-foot balloon of the reality star in the heart of New York City’s Times Square to showcase its new swimwear line. But rather than simply promoting a product, the installation highlights a larger issue of oversexualization that continues to plague the media’s treatment of women — particularly women of color.

The balloon, towering above the bustling crowd, depicts Kim Kardashian dressed in a triangle top and cheeky tanga bottoms, which are part of her swimwear collection. While the swimwear itself may be stylish, placing such a revealing image of a public figure in a family-oriented area like Times Square raises questions about appropriateness. Times Square is home to families, tourists, and young children who should not be subjected to overtly sexualized depictions of women. Yet, this kind of image is often deemed acceptable when it’s Kim Kardashian. But it’s hard not to notice the glaring double standard here.

Source: Kevin Mazur / Getty

Black women, especially those who are bold or unapologetically sexual, are constantly vilified for their appearance in public spaces. For instance, women like Beyoncé or Megan Thee Stallion face scrutiny and harsh criticism when they embrace their sexuality. Society often judges them as “too much” or “inappropriate,” and these critiques are especially amplified in spaces that are considered “family-friendly.” Yet Kim Kardashian — a figure who built her empire on being sexually provocative — is allowed to push boundaries without facing the same backlash. She gets away with it because of her privilege, wealth, and, perhaps most troubling, her status as a media darling.

The reality is that we live in a culture that normalizes the oversexualization of women like Kardashian but often shames others for doing the same. It’s problematic when such depictions become commonplace in spaces meant to be welcoming for all ages. Kardashian’s balloon in Times Square serves as a stark reminder of this double standard and the ways in which women — particularly Black women — are unfairly policed for their expression of sexuality. It’s time we start questioning the narrative and holding powerful figures accountable for the images they perpetuate.

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