Kim Kardashian's Kimono Shapewear Range Faces Backlash Over Name

27 June 2019, 11:01

Kim Kardashian receives backlash online after unveiling new shapewear brand 'Kimono'
Kim Kardashian receives backlash online after unveiling new shapewear brand 'Kimono'. Picture: Kim Kardashian / Getty

Beauty mogul and reality TV star Kim Kardashian has sparked outrage after naming her new shapewear range 'Kimono'.

On Wednesday, Kim Kardashian West unveiled her new shapewear collection, named 'Kimono' - the logo for which was designed by hubby Kanye.

Taking to Instagram to share the new range with her 142million followers, the KUWTK star wrote: "Finally I can share with you guys this project that I have been developing for the last year. I’ve been passionate about this for 15 years. Kimono is my take on shapewear and solutions for women that actually work."

But since the announcement, Kim has received a lot of backlash from people on social media, who feel the new trademarked shapewear brand disrespects Japanese culture and tradition.

Kimonos - long-sleeved, traditional robes that date back to 15th Century Japan - are considered a special and unique item of clothing in the country.

A lot of people on social media feel affronted by Kim Kardashian's use of the word, calling it "disrespectful", "baffling" and "offensive".

View this post on Instagram

Finally I can share with you guys this project that I have been developing for the last year. I’ve been passionate about this for 15 years. Kimono is my take on shapewear and solutions for women that actually work. I would always cut up my shapewear to make my own styles, and there have also been so many times I couldn’t find a shapeware color that blended with my skin tone so we needed a solution for all of this. The third pic is the solution short. I developed this style for all of those times I wanted to wear a dress or skirt with a slit and still needed the support. Introducing Kimono Solutionwear™ for every body. Coming Soon in sizes XXS - 4XL in 9 shades. I can’t wait for you to feel this fabric!#KimonoBody @kimono Photos by Vanessa Beecroft

A post shared by Kim Kardashian West (@kimkardashian) on

One Twitter user said: "Absolutely tasteless and awful. You have ZERO respect to the Japanese culture, do you. What's wrong with you.

They added: "I'm from Japan. For us, Kimono represents the beauty & elegance of the country's tradition. Your spandex underwear brand has nothing to do with it. I'm offended."

Another said: "Naming your product/startup with Japanese words might seem hip and all, but it really sucks for us when our culture is diluted by names of brands that don't have anything to do with what the word actually represents. And better yet, trademarking it? F NO."

A third added: "Your line of shapewear is great. But you don't have to misappropriate someone else's culture."

Kimmy K has yet to comment on the backlash she's received.