The reality star and business entrepreneur’s latest stunt is to promote her brand’s new swimwear drop, which drops on March 6.

The balloon in all its glory lay upon a 4-foot deck wrapped in SKIMS’ signature logo, with Kimmy K showing off her signature curves in SKIMS Swim's triangle top and tanga bottoms in tide.

Kim posted a shot of the balloon on her Instagram Story, writing, “OMG… I cannot believe there is a 60-foot float of me in SKIMS in the middle of Times Square.”

The launch comes after SKIMS shared photos from the campaign shoot in the Bahamas with Playboy photographer Ana Dias, where Kim was seen rocking that same blue bikini.

In an official statement, Kardashian said of the new line: “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.”

Visitors to Times Square have been quick to snap a photo of the blow-up Kardashian and post it to their social media feeds, where it has been met with mixed reviews.

One commenter wrote, “This is so beyond weird,” while another wrote, “so repulsive.”

Many took issue with what was “Such an unrealistic representation of a woman’s body.”

“I love the brand, but the toxicity of your perpetual ideal of the female body is so icky and makes the normal person sad,” another added.

Others argued, “Put that away; there are like CHILDREN here.”

And of course, “Kim … people are dying.”