Kim Kardashian says intentions were 'innocent' with shapewear name: 'I can't believe we didn't think of this'

Reality star says 'we're figuring it all out now' after announcing plans to rename the brand

Kim Kardashian says her intentions were 'innocent' with shapewear name (Getty)

Kim Kardashian has called her decision to name her shapewear brand Kimono “innocent” following backlash and accusations of cultural appropriation.

Last month, the reality star announced the collection of nude-coloured shapewear but swiftly faced criticism on social media when people accused her of being insensitive to the centuries-old tradition of the Japanese kimono.

The entrepreneur subsequently said she named the brand “with the best intentions” and announced it would be renamed in due course.

In a new interview with WSJ magazine, Kardashian said she hadn’t meant to cause offence by choosing the name of the traditional Japanese attire.

“You would think we would have obviously thought it through a little bit deeper,” the beauty mogul told the publication. “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. But, let’s listen. And I really want to listen. And I want to really take it all in.”

The 38-year-old also expressed the love she and husband Kanye West feel for Japan, telling the magazine that the rapper was in the country when the backlash came to light.

“It’s a place that we love and go to," she said, adding: "I have such respect."

Last Monday, Kardashian revealed on Instagram that she planned to change the name of her forthcoming shapewear brand, writing: “I am always listening, learning and growing - I so appreciate the passion and varied perspectives that people bring to me.

“When I announced the name of my shapewear line, I did so with the best intentions in mind. My brands and products are built with inclusivity and diversity at their core and after careful thought and consideration, I will be launching my Soluntionwear brand under a new name.”

Following her decision, Kardashian told the magazine that the widespread criticism she faced over the name may have been because “there might be more eyes on me and my brand".

"And so I have to tune it out and really learn and really grow and have to realise that maybe there is a different standard. Do I feel held to a higher standard? I'll take responsibility for that and do the right thing," she said.

As of now, Kardashian has not revealed a new name for her brand, which will include a range of underwear, bras, waist trainers, and bodysuits.

Earlier this month, Nike faced controversy after a design on its Air Max 1 trainers created for Independence Day was deemed offensive by former NFL quarterback Colin Kaepernick. The brand subsequently cancelled the release of the shoes, which featured an early version of the American flag.