Kim Kardashian finally renames her shapewear line after cultural appropriation backlash

"I have to come up with a solution and not be wasteful because we have printed almost two million garments so far with the Kimono name."
ByJulianne TolentinoTuesday , 27 August 2019
Kim Kardashian finally renames her shapewear line after cultural appropriation backlash
© Instagram

Following Kim Kardashian's shapewear line reveal, many people and fans alike were outraged after hearing about the brand's previous name 'Kimono'. The KKW Beauty mogul was bashed by Japanese fans for using the name of their traditional costume inappropriately, and Kim was quick to respond.

Despite already having millions of garments released on June, Kim listened to her fans' opinion and agreed to rename her brand into something more appropriate. She had to relabel her released collection and even took to Instagram to vlog the process. 

"Because I wanted everything to be really seamless and feel really good, we printed everything inside all of the garments," the star explained in a series of videos on Instagram Stories.

"So now I have to come up with a solution and not be wasteful because we have printed almost two million garments so far with the Kimono name."

But after much thought, the KKW boss finally came up with a suitable name for her line, and all of her garments will now be marketed as 'SKIMS', a clever play on word of 'skins' and 'Kim'.

The Keeping Up With The Kardashain star wrote to Twitter about how grateful she is for her fans' feedback and opinion, saying: "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."

She announced that the shapewear line launch on September 10 and will be "the closest thing to someone's skin..."

Related Articles