Kim Kardashian’s lingerie brand caused controversy when it installed a giant inflatable ball, shaped like Kim in a bikini, in the middle of Times Square.

On March 5, the Daily Mail reported that Kim Kardashian’s fashion brand is causing controversy with a promotional campaign to honor its new swimwear collection. Specifically, an inflatable balloon shaped like Kim Kardashian wearing a blue bikini, identical to the outfit the mother of four wore in a recent photo shoot, was placed in the middle of Times Square.

Photos of the balloon appearing in the middle of the street quickly spread on social media, causing many mixed opinions. Many people criticized Kim Kardashian for “overdoing it” by installing a balloon with a sensitive shape, not suitable to appear in a public place. Others said the giant balloon looked scary and joked that witnesses should “run away”.

“It looks weird”, “It’s inappropriate. Surrounded by kids”, “I like Kim’s brand but this ball looks horrible”, “Clumsy, egotistical. Probably the worst product launch campaign ever” were some of the comments from the audience.

Kim recently shared a photo of the ball on her social media. “Oh my gosh… I can’t believe there’s a 60-foot mannequin of me in a SKIMS Swim suit, sitting in the middle of Times Square,” the mother of four captioned.

Kim previously caused controversy when she attended the Vanity Fair Oscar party in Beverly Hills with her sisters Kendall and Kylie. The SKIMS lingerie brand owner appeared in a gorgeous design, inspired by a Balenciaga wedding dress. The dress Kim wore had many similarities with the Vera Wang design she wore to her wedding to basketball player Kris Humphries in 2011.

However, the wrinkled material of the dress was mocked by many viewers. Some said it looked like “wrinkled bed sheets”, while others commented that it looked like “used tissue”.