Patricia Grisafi
After weeks of public outrage and accusations of cultural insensitivity, Kim Kardashian West is putting the kibosh on the name of her shapewear collection, Kimono.
Posing in maroon spandex, Kardashian West notes on Instagram that her “brands and products are built with inclusivity and diversity at the core […] after careful thought and consideration, I will be launching my Solutionwear brand under a new name.”
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. I will be in touch soon. Thank you for your understanding and support always.
— Kim Kardashian (@KimKardashian) July 1, 2019
“I am always growing, listening, and learning,” Kardashian West says. “I so appreciate the passion and varied perspectives that people bring me.”
I am always listening, learning and growing – I so appreciate the passion and varied perspectives that people bring to me. When I announced the name of my shapewear line, I did so with the best intentions in mind.
— Kim Kardashian (@KimKardashian) July 1, 2019
Some of those perspectives include that of the Mayor of Kyoto, Daisaku Kadowka. Mayor Kadowka wrote a letter to Kardashian West asking her to reconsider using the name Kimono and explaining, “Kimono is a traditional ethnic dress fostered in our rich nature and history with our predecessors’ tireless endeavors and studies, and it is a culture that has been cherished and passed down with care in our living.”
Since Kardashian-West announced the name of her shape wear line, critics have been using the hashtag #KimOhNo on Twitter to call her out on cultural insensitivity and appropriation. Many users posted pictures of themselves wearing traditional kimonos, explaining that the garment is a special part of their culture and definitely not up for rebranding as underwear
One is KIMONO. One is Kim shamelessly selling a line of shapewear. Which y’all don’t need. #kimono pic.twitter.com/RC3vuA4dd1
— Tamlyn Tomita (@thetamlyntomita) June 25, 2019
https://twitter.com/ca329hachi/status/1145549782615650304
The year is 2039. A child is asked what a kimono is. They reply with "Kim Kardashian's shapewear range."
And there begins the gradual erasure & dilution of the kimono's rich cultural history for future generations. One of many reasons why trademarking it is NOT OKAY #KimOhNo
— SAY (@sayeliz) June 27, 2019
Dear @KimKardashian ,
I’m a dancer of Nihonbuyo; Japanese traditional dance in kimono.Kimono is not your underwear.
Please change the name. Do not take kimono away from us.#kimono #kimOhNo #notyourunderwear #kimonotimes pic.twitter.com/vFi1aKyQPo
— 静紀 (@Shizuki_dance) June 28, 2019
“Do not take kimono away from us,” wrote one Twitter user.
After Kardashian West walked back her branding plan, some people applauded her for listening and taking accountability:
https://twitter.com/YoWatShiinaEsq/status/1145721850833645569
https://twitter.com/rio_jas_1129/status/1145700291922124800
However, not everyone bought Kardashian-West’s apology; some saw it as a shrewd-but-gross marketing tactic: “Ah yes, chaos marketing. Would be nice if marketing strategists could stop making intentionally terrible decisions to garner attention and instead do something wholesome and creative – which will actually get people excited to buy a product.”
Ah yes, chaos marketing. Would be nice if marketing strategists could stop making intentionally terrible decisions to garner attention and instead do something wholesome and creative – which will actually get people excited to buy a product.
— Denise ☾ (@surudenise) July 1, 2019
Kardashian West has been accused of cultural appropriation in the past. In June of 2018, the entrepreneur was accused of being “ignorant” when she sported Fulani braids, also known as cornrows, to the MTV Movie and TV Awards.
