The word “kimono,” literally translated, means “thing to wear.” But that doesn’t mean Kim Kardashian West’s line of shapewear counts.
The celebrity entrepreneur sparked outrage last week when she released the name for her new line of shapewear: Kimono.
The title has Kim’s first name in it, which is a little too on-the-nose, and that’s the only way in which it makes sense. A traditional Japanese kimono is a loose-flowing garment, not a pair of Spanx.
People expressed their concern on Twitter with the hashtag #KimOhNo, and even the mayor of Kyoto, Daisaku Kadokawa, had thoughts.
In a letter to West, he wrote: “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.”
Even the city of Kyoto is now reacting to Kim Kardashian’s distasteful attempt of trademarking the word “kimono”.
Below is a message from the mayor and a tweet from the city’s official Twitter account. https://t.co/WQ6YpDWuXb pic.twitter.com/papZ4C2BCO
— Melon (メロン)?️? (@writerofscratch) June 28, 2019
Kadokawa wasn’t arguing that non-Japanese people can’t use kimonos. But using the name for a shapewear line is, well, odd at best and kind of offensive at worst.
“We think that the names for ‘Kimono’ are the asset shared with all humanity who love Kimono and its culture,” he wrote, “therefore they should not be monopolized.”
This isn’t a case of cultural appropriation or political correctness, and in the end, West made the right choice.
“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,” she posted on her Twitter. “I will be in touch soon. Thank you for your understanding and support always.”
The #KimOhNo debacle, as silly as it may seem, represents an important distinction: between cries of cultural appropriation that actually keep people from engaging in other cultures, and an important respect for other traditions.
You don’t have to be liberal to think that West missed the mark here, and the great thing about being an entrepreneur in the free market is that you can listen to your customers and adjust to their concerns. West was right to listen to the thoughts of her fans, and changing the name of her shapewear line was a smart move. It’s only odd why West thought the name was a good idea in the first place.
