Kim Kardashian finally changed the name of her shapewear line after “Kimono” backlash
Update, August 27th, 9:45 a.m. EDT: After nearly two months of radio silence on her shapewear line, Kim Kardashian West says the brand formerly known as “Kimono” has a new name. Kardashian West announced that she decided to nix “Kimono” on social media July 1st—after previously stating she intended to keep that name despite the backlash. But on August 26th, she shared a photo of the new line with its new name, SKIMS Shapewear.
“I love the idea that the pieces will be the closest thing to someone’s skin, skimming with amazingly soft and supportive fabrics which accentuate the best parts of our bodies,” she wrote in the comment about the new name.
A post shared by Kim Kardashian West (@kimkardashian) on Aug 26, 2019 at 8:38am PDT
If you’re ready to forgive and forget now that the brand has a new name, you can shop SKIMS Solutionwear on September 10th.
Update, July 1st, 10:30 a.m. EDT: Kardashian West announced on her own social media that the “Kimono” brand name would be changed, amid backlash. This story has been updated with that new information.
Update, June 28th, 12:45 p.m. EDT: Kim Kardashian West responded to the backlash over “Kimono,” her shapewear line. This story has been updated to reflect her statement.
Update, June 26th, 1:50 p.m. EDT: Kim Kardashian West officially announced the “Kimono” collection on her Instagram on June 25th. This post has been updated to reflect new information and responses.
While everyone was gearing up for the 2018 Met Gala, TMZ casually revealed that Kim Kardashian West had filed papers in court to trademark the name of a new lingerie line. More than a year later, on June 25th, Kardashian West herself announced the shapewear collection, and Twitter is not happy about it.
The reality star is again being called out for cultural appropriation. Users are saying the name—Kimono Solutionwear—is inappropriate because it coopts a prominent feature of traditional and modern Japanese culture…without even acknowledging it. According to TMZ, the trademark would cover “bustiers, nightgowns, breast shapers, pasties…leotards, and socks, among other things” with Kardashian’s name on them. Kardashian West explained that the collection is a result of her own struggles finding appropriate shapewear for her skin tone and outfit.
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True kimono, though, are a style of Japanese robe that feature wide sleeves and bright patterns. Both men and women wear them, and different styles are worn for dinner occasions, including formal weddings.
The question is, with a response like this, will anyone buy Kim Kardashian’s shapewear?
Nice underwear, but as a Japanese woman who loves to wear our traditional dress,👘 kimono, I find the naming of your products baffling (since it has no resemblance to kimono), if not outright culturally offensive, especially if it’s merely a word play on your name. Pls reconsider
— Yuko Kato (@yukokato1701) June 26, 2019
This is #kimono I wore to my wedding. I'd like Kim to imagine how she'd feel if someone treated her wedding, prom or baptism dresses as lingerie.
"Kimono" are not just clothes but are a symbol that evokes precious memories and important life events. #KimOhNo pic.twitter.com/gD2KrTzsLR— Misako Oi (@misakohi) June 26, 2019
Kim, I’m sure your shapewear’s nice, but please don’t take the name of a beautiful, traditional Japanese wardrobe and use it for your undies. This is me in various kimonos over the years. Hairstyle may not be traditional, but my kimonos sure were! 👘 #KimOhNo pic.twitter.com/5Z4uKwro6B
— Yoko Moncol (@NotLikeYokoOno) June 26, 2019
Kimono? 🙅🏽♀️🙅🏽♀️🙅🏽♀️ Could’ve gone so many ways, e.g:
KIMOTION (Kim + Motion) A play on commotion (a disturbance), motion = movement;
KIMETIC (Kim + Kinetic), physics, energy an object has due to its motion;
Anything relating to MOVEMENT bc shapewear can often be restricting.— Esther Cook (@mumofsoulnwhim) June 25, 2019
When u see Kim’s launching a lingerie line right after Rihanna does AND calling it “kimono intimates” after her fam had gotten raked at least 20 times for cultural appropriation issues pic.twitter.com/RJbj9MkTaR
— Lady Peake of Manhattan (@thebitextual) May 7, 2018
i’m absolutely insulted that kim kardashian is again trying to one up powerful black women like rihanna by coming out with a lingerie line like she is doing and calling it “kimono intimates” because her name is in the word ‘kimono’.
— 𝒸𝒽𝒶𝓁𝓊𝓀𝓎𝒶 (@balenciogre) May 7, 2018
Kim’s allegedly releasing a lingerie line called ‘Kimono Inmates’? I’m done.
— 𝕹𝖔𝖗𝖎𝖊𝖌𝖆 (@norizzlepie) May 7, 2018
How do you appropriate even in branding #kimonointimates https://t.co/8Tlajll9lo
— Rodney Perry a.k.a KING (@kings_memoirs) May 7, 2018
That remains to be seen, but in the meantime, Kardashian might want to reconsider the name. May we suggest Kimtimates? Kimgerie? Literally anything other than Kimono? Fans and critics alike have been speaking out against the name since the first whispers of the collection came out in May of last year.
On June 27th, Kardashian West responded to the backlash over her collection’s name in a statement to The New York Times. You can read the full statement below:
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It seemed, at the time, that Kardashian West had no plans to change the name before her shapewear collection was released—triggering backlash to her response to the backlash. However, on July 1st, the entrepreneur officially announced that she would be removing the name “Kimono” from her collection. She made the announcement on her personal Instagram.
“I am always listening, learning and growing—I so appreciate the passion and varied perspectives that people bring to me,” Kardashian West wrote.
“When I announced the name of my shapewear line, I did so with the best intentions in mind. My brands and products are built with inclusivity and diversity at their core and after careful thought and consideration, I will be launching my Solutionwear brand under a new name,” she continued.
A post shared by Kim Kardashian West (@kimkardashian) on Jul 1, 2019 at 6:49am PDT
It may have taken more than a year, but we appreciate Kardashian West listening to concerns and changing the name “Kimono.” Officially, it seems she still has a trademark on the term, but it’s unclear what the new name will be when her shapewear collection is released.
Originally published on May 7th, 2018.