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Kim Kardashian West Has Been Called “Tasteless And Awful” After Revealing Her New “Kimono” Shapewear Collection

“I find the naming of your products baffling (since it has no resemblance to kimono), if not outright culturally offensive.”

The sky is blue, the grass is green, and Kim Kardashian West is getting dragged. What’s new?

Angela Weiss / AFP / Getty Images

And what is she getting dragged for this time? Well, I’m glad you asked...

Kim has been expanding her empire over the years with her KKW brand, which has so far covered beauty and fragrance products. But on Tuesday, she announced her latest venture would be something entirely different — shapewear.

“Finally I can share with you guys this project that I have been developing for the last year,” Kim tweeted, adding that she’d been passionate about shapewear for more than a decade.

She went on to reveal that the new line was her solution to needing different shapewear styles for different outfits (such as slit dresses) and also wanting nude colours for all skin tones. Sizes range from XXS–4XL and come in nine different shades.

So, that all sounds pretty great. What’s the problem exactly? Take it away Kimberly...

That’s right, the shapewear brand is called Kimono. Cue literally everybody’s reaction.

The CW

Of course, you don’t need me to tell you that a kimono is already an item of traditional Japanese clothing, so, as you can imagine, people were not happy at all.

@KimKardashian One is KIMONO. One is Kim shamelessly selling a line of shapewear. Which y’all don’t need. #kimono

Some expressed their confusion about the name choice while others called it “tasteless and awful”.

@KimKardashian why’s it called kimono if that’s a completely different style of clothing. I get that you’re incorporating your name but kimono is the name of a traditional (and cultural) japanese robe.

@KimKardashian 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.

Japanese women, in particular, called for Kim to reconsider the naming of her brand, calling it “baffling, if not outright culturally offensive”.

@KimKardashian Nice underwear, but as a Japanese woman who loves to wear our traditional dress,👘 kimono, I find the naming of your products baffling (since it has no resemblance to kimono), if not outright culturally offensive, especially if it’s merely a word play on your name. Pls reconsider

But things got even worse when it was reported that Kim had filed to trademark “Kimono”, along with Kimono Body, Kimono Solutionwear, Kimono World, and Kimono Intimates.

These trademarks covered a ton of things, ranging from lingerie and luggage to fragrances and whips.

I guess you could say that the news didn’t exactly go down well when it reached social media.

How do I trademark The Fuck Is Wrong With You? https://t.co/DoEw5bcxrx

Naming your product/startup with Japanese words might seem hip and all, but it really sucks for us when our culture is diluted by names of brands that don't have anything to do with what the word actually represents. And better yet, trademarking it? F NO. https://t.co/8pFaEGdXI2

It wasn’t long before a hashtag, #KimOhNo, was born, with people sharing pictures of their actual kimonos and explaining that no, it was not underwear.

This is my kimono. Not your underwear. #kimonosheila #KimOhNo #kimono @KimKardashian

Kimono is not underwear. It is Japanese traditional outfit. #kimono #KimOhNo

Dear @KimKardashian This is #Kimono Please respect our culture. #KimOhNo

This latest controversy comes after people had just begun to defend Kim over new body makeup, which she launched last Friday through her brand KKW Beauty.

Jameela Jamil was one of the first to criticise the products, saying in a tweet: “I’d rather just make peace with my million stretch marks and eczema.”

Hard pass. God damn the work to take it all off before bed so it doesn’t destroy your sheets... I’d rather just make peace with my million stretch marks and eczema. Taking off my mascara is enough of a pain in the arse. Save money and time and give yourself a damn break. ❤️ https://t.co/gGrbiZfH2K

But, for once, people actually rushed to defend Kim, saying that the body makeup could be useful for people who are insecure about things such as scars, psoriasis, and pigmentation.

If you don’t mind people wearing face make up to improve their confidence then body make up shouldn’t be an issue either. For some people it isn’t as easy as just ‘making peace’ with their scars or skin conditions and Kim K is just trying to help those women. https://t.co/E10lyKBB4V

everybody can stay hating on kim kardashian's body foundation but as someone who has severe hyperpigmentation, ezcema, and scars, it's not unreasonable for someone like me to put on body foundation for a special occasion ! so let's think before we speak shall we

Unfortunately, with the announcement of Kimono shapewear, it looks like we’re back to square one.

BuzzFeed News has reached out to representatives of Kim’s for comment.

Ben Henry is a celebrity reporter for BuzzFeed UK and is based in London.

Contact Ben Henry at ben.henry@buzzfeed.com.

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