Paper magazine's winter issue, featuring a cover shot of Kim Kardashian by Jean-Paul Goude, set out to #BreakTheInternet. While it did not literally break the internet, it sparked a flood of coverage and commentary. The shoot, which included nude photos, generated global interest and became a major story for two weeks, inspiring segments on Saturday Night Live and discussions on late-night talk shows.
Paper's creative team, led by Drew Elliott and Mickey Boardman, aimed to create a conceptual art project for the magazine's art issue. Kardashian and Goude collaborated on the shoot, embracing the hyperbolic mandate. Despite many magazines having shot Kardashian before, none went viral like this. Goude's iconic style helped present the world's most photographed woman in a new light.
To control the narrative, Paper released the covers early after fearing leaks from the distribution chain. The response was immediate, especially when Kanye West tweeted the cover with the hashtag #ALLDAY, garnering about 70,000 retweets within hours. The full nude photos were released the following night, leading to a surge in web traffic that measured nearly 1% of all browsing activity in the US on 13 November.
Appearing on a small-circulation magazine proved a strategic move for Kardashian, surprising both fans and new audiences. The cover sparked discussions about the future of print media, with Time noting the irony of a print magazine becoming relevant because of internet buzz. The campaign became a case study in viral marketing, despite the inherent unpredictability of popular culture.
