Earlier this summer, Kim Kardashian announced she would be launching a shapewear and lingerie line. Her fans and followers were thrilled...until they heard the brand would be called "Kimono." After the initial announcement, the public called the name disrespectful to Japan and accused Kardashian of cultural appropriation.
Instead of playing defense and firing back at what people were saying on the internet, she listened to them and apologized. She told WSJ Magazine, "I'm the first person to say, 'Okay, of course, I can't believe we didn't think of this.' I obviously had really innocent intentions."
Kardashian took some time to go back to the drawing board and come up with a name that both represents the line itself and her own personal brand while also not offending anyone. Now, a little over a month later, she announced that the new name of the shapewear line is "SKIMS."
"My fans and followers are a huge inspiration to me," Kardashian said in an Instagram post, "I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name. After much thought and consideration, I’m excited to announce the launch of @SKIMS Solutionwear™ coming September 10. I love the idea that the pieces will be the closest thing to someone’s skin, skimming with amazingly soft and supportive fabrics which accentuate the best parts of our bodies."
SKIMS Solutionwear™ will be available online beginning September 10. The line is a true representation of Kardashian's lifelong love of shapewear and how it can sculpt and enhance one's figure. In an Instagram video she said, "I feel like shapewear has been at least a decade or more in the making for me. Just from how I would cut everything up and just really reconstruct it all."
SKIMS will be available in sizes XXS-5XL, echoing Kardashian's sentiment that this line is for "every body."
Do you think Kardashian did the right thing by renaming her brand? Let us know in the comments.