Kim Kardashian West's shapewear brand 'Kimono' faces backlash for cultural appropriation

By GMA Team

Kim Kardashian West's new Kimono Solutionwear shapewear brand is already facing backlash for its controversial name.

The new collection was created for women to confidently and comfortably enhance body shape and curve. There are nine different shades that range from sizes XXS - 4XL.

"I would always cut up my shapewear to make my own styles, and there have also been so many times I couldn’t find a shapeware color that blended with my skin tone so we needed a solution for all of this," West wrote about the new line on Instagram.

View this post on Instagram

Finally I can share with you guys this project that I have been developing for the last year. I’ve been passionate about this for 15 years. Kimono is my take on shapewear and solutions for women that actually work. I would always cut up my shapewear to make my own styles, and there have also been so many times I couldn’t find a shapeware color that blended with my skin tone so we needed a solution for all of this. The third pic is the solution short. I developed this style for all of those times I wanted to wear a dress or skirt with a slit and still needed the support. Introducing Kimono Solutionwear™ for every body. Coming Soon in sizes XXS - 4XL in 9 shades. I can’t wait for you to feel this fabric!#KimonoBody @kimono Photos by Vanessa Beecroft

A post shared by Kim Kardashian West (@kimkardashian) on Jun 25, 2019 at 6:00am PDT

Celebrity hairstylist Jen Atkin left a comment about the new Kimono brand saying, "So exciting!!! I might stop wearing sweats now!" Another Instagram user under the name vsp0t wrote "This ad is visually appealing but no one in these need shapewear. Why not put a variety of body types if you’re selling shapewear?"

Aside from mixed opinions on the look and need for this new launch, many others criticized the name "Kimono" for culturally appropriating a traditional style of dress traditionally worn in Japanese culture.

"We wear kimonos to celebrate health, growth of children, engagements, marriages, graduations, at funerals," one Japanese woman, Yuka Ohishi, told the "BBC. "It's celebratory wear and passed on in families through the generations."

A slew of others on social media spoke out against the name of West's new shapewear brand as well.

This is #kimono I wore to my wedding. I'd like Kim to imagine how she'd feel if someone treated her wedding, prom or baptism dresses as lingerie.
"Kimono" are not just clothes but are a symbol that evokes precious memories and important life events. #KimOhNo pic.twitter.com/gD2KrTzsLR

— Misako Oi (@misakohi) June 26, 2019

This isn't the first time West has been called out for cultural appropriation. In the past, she has also faced backlash for wearing blackface, an Indian headdress and Fulani braids.

On June 19, an application to trademark the name was filed, and West hasn't made any additional commentary on the inspiration behind the name. She did mention on Twitter that the logo was drawn by her husband rapper Kanye West.

The Kimono shapewear line is slated to launch next month.