Kim Kardashian West is no stranger to controversy, but her latest project has many wondering if the star is completely out of touch with her fanbase.
“Finally I can share with you guys this project that I have been developing for the last year,” West said in a message to fans. “I’ve been passionate about this for 15 years. Kimono is my take on shapewear and solutions for women that actually work.”
The mother-of-four revealed the line was born out of the struggle to find shapewear that matched her skin tone and accentuate her shape in different styles of outfits. West reveals, that while she spent years “cutting up” different brands of shapewear, she ultimately decided it was time to come up with a solution.
While Kardashian West noted that the line would be offered in nine different shades ranging in sizes XXS-4XL, the launch has raised eyebrows by appropriating Japanese culture with the name of her collection.
Yeah, I see the pun, Kim, but appropriating the name of an ancient Japanese garment with an array of sacred associations for your butt 'n' belly flattening brand is just really...something— Jeff Yang (@originalspin) June 25, 2019
⚡️ “Kim Kardashian West launches new shapewear collection, Kimono”https://t.co/rGaOHppcZ0
“Why’s it called Kimono if that’s a completely different style of clothing?” one person questioned. “I get that you are incorporating your name but kimono is the name of a traditional (and cultural) Japanese robe.”
While some have heralded West’s design as “genius” for taking skirts with slits into account, others feel as though the launch attempts to capitalize on Japanese culture.
Won’t knock her hustle but Kim is always so tone deaf. Not to mention her naming her shapewear “Kimono”. Just so dense— Channy Debt (@CTaughtU) June 25, 2019
“Kim Kardashian really trademarked the word kimono,” a Twitter user named Sara wrote. “So she owns a whole word that comes from Japanese culture to describe a specific garment and she just...did that.”
Ya know, you would really think @KimKardashian has enough money to hire the best in the business— and yet no one told her "Kimono" is problematic and cultural appropriation.— Alisha Aravena (@alishaaravena) June 25, 2019
Kim, I'm looking for a job. Let me help you out.
In addition to being culturally off the mark, many were not thrilled that the first released images from the campaign failed to include plus size women.
“If you’re selling up to a 4x it would have been nice to see your product on women up to that size in your promo shots,” social media user Jasmine wrote in response to West’s announcement. “It’s hard to buy a product if you can’t see how well it works on different body types.y once ”
#KimKardashian has now produced her own line of shapewear for women, every single women in her promo pictures ( including herself) hav perfect bodies please do tell me why they need suck in pants. Pointless!! #kimono— Sophie Turner 💁🏼♀️ (@Sophie91Turner) June 25, 2019
“All these woman are the same body type, would be nice if it was universal to woman of all sizes instead of just one body type, it would actually be good marketing,” another wrote. “Just a thought.”
While shapewear seems like a natural fit for Kardashian West, who prides herself on her hourglass shape and skin-tight outfits, somewhere along the line the star and her team went astray and proved seemingly once and for all that the Kardashians live in a totally other world.