Kim Kardashian has officially renamed her shapewear line to SKIMS, following major backlash. The label’s original name, Kimono, was deemed culturally offensive, as it appropriated the name of a traditional Japanese garment.
Kardashian explained in an Instagram post that “my fans and followers are a huge inspiration to me – I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name.”
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My fans and followers are a huge inspiration to me – I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name. After much thought and consideration, I’m excited to announce the launch of @SKIMS Solutionwear™ coming September 10. 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. Available in sizes XXS – 5XL, SKIMS Solutionwear™ is for every body. SKIMS.COM. #ShowYourSKIMS Photo: #VanessaBeecroft
The reality star also announced that SKIMS Solutionwear will officially launch on 10 September in sizes XXS-5XL.
Japanese social media users expressed upset over the originally trademarked name Kimono, viewing it as a mark of disrespect towards the country’s traditional clothing.
“We wear kimonos to celebrate health, growth of children, engagements, marriages, graduations, at funerals,” one Japanese woman, Yuka Ohishi, told the BBC. “It’s celebratorywear and passed on in families through the generations.”
“[This] shapewear doesn’t even resemble a kimono – she just chose a word that has Kim in it – there’s no respect to what the garment actually means in our culture.”
The kimono, a long-sleeved robe that’s traditionally tied with a sash, dates back to 15th Century Japan and is an integral part of the country’s cultural identity. The item is primarily worn for special occasions.
From: Harper’s BAZAAR UK