Kim Kardashian West has been accused of cultural appropriation after trademarking “Kimono” for her new shapewear line.
The American reality star and businesswoman launched the line Tuesday on Twitter and Instagram. The brand aims to provide shapewear solutions for women of all sizes and colors.
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.
Photos by Vanessa Beecroft pic.twitter.com/YAACrRltX3
— Kim Kardashian West (@KimKardashian) June 25, 2019
Criticism erupted on Twitter in response to the name of the brand, which was likely chosen as a play on the 38-year-old’s first name. Users scolded her use of “kimono,” saying it disrespected traditional Japanese culture. Some tweeted using the hashtag #KimOhNo.
Absolutely tasteless and awful. You have ZERO respect to the Japanese culture, do you. What’s wrong with you.
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.
— TrinityNYC (@TrinityNYC) June 25, 2019
My culture is not your underwear. #KimOhNo pic.twitter.com/JIPsKy5SQX
— Mishamusic (@Mishamusic1216) June 26, 2019
The traditional Japanese garment is worn for formal occasions including weddings, funerals, graduations, and coming-of-age ceremonies. The loose-fitting kimono stands in stark contrast to the figure-hugging shapewear line.
The reality star filed trademarks for “Kimono,” “Kimono Body,” “Kimono Intimates,” and “Kimono World.” The trademarks are still under review.
Kardashian West is no stranger to cultural appropriation allegations.
In April, she took flak for wearing a maang tikka, jewelry traditionally worn by Indian brides on their wedding day, to husband Kanye West’s gospel-inspired Sunday Service performance.
Last year, social media lambasted her because she wore Fulani braids, or cornrows.
In June 2017, Kardashian West defended herself against allegations that she participated in blackface after darkening her face to promote her new contour kit.
“The internet world is so toxic, and I feel like people are just waiting for you to make a mistake. Just to point it out,” Kardashian West said of the allegations. “I would never, ever, ever do a photo shoot like that and I would never disrespect anyone.”
Kardashian West has yet to publicly comment on the most recent criticism.
