Kim Kardashian renames shapewear line after cultural appropriation backlash

‘I’m always listening to my fans and followers for feedback and opinions’

(Getty Images)

Kim Kardashian West has revealed the new name of her shapewear line after its former title was condemned for being “culturally offensive”.

In June, the reality television star announced the launch of her new shapewear brand, which was named Kimono Intimates.

Kardashian West promptly received a flurry of criticism on social media for adopting a term which denotes a traditional Japanese garment.

One critic tweeted: "Please be respectful with Japanese culture. The word Kimono shouldn't be something that any one company can take advantage and making profit out of #culturalappropriation.”

Two months following the brand’s initial launch, the entrepreneur has announced that the range has been renamed: “SKIMS Solutionwear.”

“My fans and followers are a huge inspiration to me – I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name,” the 38-year-old tweeted on Monday.

“After much thought and consideration, I’m excited to announce the launch of SKIMS Solutionwear.”

Kardashian West explained that the idea for the new name comes from the nude undergarments “skimming with amazingly soft and supportive fabrics which accentuate the best parts of our bodies".

The entrepreneur added that the shapewear line will range in size from XXS to 5XL, stating that SKIMS Solutionwear is “for every body”.

The collection will be available to purchase from Tuesday 10 September. Consumers can join the waiting list by visiting skims.com.

Several people have praised Kardashian West over the new name of her brand.

“SKIMS is actually such a good name!!” one person tweeted.

“Props on the name change. Very clever,” another added.

Following the criticism that Kardashian West received over her “Kimono” shapewear brand, she told WSJ magazine in July that the decision to name her collection after a Japanese garment had been “innocent”.

“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.”