Why Kim K Is No Longer Calling Her Shapewear Brand Kimono

kim-kardashian-kimono-shapewear-trademark

We bring you good news this Tuesday morning.

Following the backlash over the name of her new Solutionwear (basically shapewear) line, Kim Kardashian has announced that she will no longer be branding it as “Kimono”.

She announced through an Instagram post that she will be launching the brand under a new name.

She wrote:

“Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life. What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public. 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. 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.”

View this post on Instagram

Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life. What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public. 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. 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.

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

Apart from backlash from netizens, even the mayor of Kyoto had appealed to the Keeping Up With the Kardashians star to not use the name and invited to visit Kyoto to experience “kimono culture”. According to a letter published by Japan Today, he wrote:

Ms. Kim Kardashian West
Kimono Intimates, Inc.

I am writing this letter to convey our thoughts on Kimono and ask you to re-consider your decision of using the name Kimono in your trademark.

Kimono is a traditional ethnic dress fostered in our rich nature and history with our predecessors’ tireless endeavours and studies, and it is a culture that has been cherished and passed down with care in our living. Also, it is a fruit of craftsmanship and truly symbolizes sense of beauty, spirits and values of Japanese.

In recent years, we see not only Japanese but also many foreign tourists wearing Kimono and strolling around in Kyoto and cities in Japan. It is a proof that Kimono, that we are proud of as our traditional culture, is loved by people from around the world.

We are currently undertaking initiatives nationally to make “Kimono Culture”, symbol of our culture and spirits, registered to UNESCO’s Intangible Cultural Heritage list. We think that the names for “Kimono” are the asset shared with all humanity who love Kimono and its culture therefore they should not be monopolized.

I would like you to visit Kyoto, where many Japanese cultures including Kimono have been cherished, to experience the essence of Kimono Culture and understand our thoughts and our strong wish.

Yours Sincerely,
Daisaku Kadokawa
Mayor of Kyoto

We can’t be happier that Kim is taking the feedback into account and renaming her brand.


When Kim Kardashian announced her new line of bodysuits, I was interested to see how it’d look like. After all, she must have a secret to nailing those sexy dresses on the red carpet with hardly any wardrobe malfunction.

And that is exactly the point of her shapewear line: to create shapewear that is not only versatile, but also suits various skin tones and sizes. She wrote on Instagram, “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 line boasts shapewear in various cuts, including one that allows you to wear a dress with a thigh-high slit, and comes in XXS to 4XL, in nine shades.

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

She didn’t use any plus-size models in her campaign despite being so “inclusive”, but description-wise, it sounds good so far… right?

But what caught my attention was the name: Kimono. Why.

Why would she use the name of Japan’s national costume on a product that doesn’t look anything remotely like a kimono. There are so many options: KKW Body, KKW Lingerie, KimBody. So. Many. Options. And yet she settled for Kimono.

The word is a play on her name “Kim”, obviously, but I don’t think that gives her a free pass to turn another country’s national costume name into a brand that is not even related to what the national costume stands for. We’re talking about a brand name of a shapewear/lingerie line.

Life Kris GIF - Find & Share on GIPHY

More from CLEO:
Unpopular Opinion: I F*cking Hate Tiny Sunglasses
Weird Trend Alert: Vacation Dad Shirts
Quick Question: Why Is Everyone Still Dressing Like The ‘90s?

And I’m naturally not the only one who thinks this way. People on Twitter are calling her out for being tone-deaf.

This reminds us of how Gwen Stefani had used “Harajuku girls” in her debut solo song and went on to turn them into nothing more than characters in Japanese girls’ school uniform because hey, that’s what the Americans think all Japanese girls wear all day long, right?

And she went on to apply for a trademark—for the stylised font only, thankfully. So yes, everyone is still to write and use the word “kimono” freely—just not in Kim’s font. Nonetheless, still not cool, Kim.

Kim Kardashian GIF by KUWTK - Find & Share on GIPHY
Loading...

Latest in Fashion