For those who haven’t heard, Kim Kardashian recently announced her much anticipated intimate shape-wear line. If you have heard, then you know the shitshow that ensued when she announced that it was named “Kimono.”
The actual premise of the line wasn’t so problematic – I mean, if you ignore the fact that women shouldn’t need to force their body into any ideal shape in the first place. Kim started designing shape-wear when she struggled to find any that matched her skin tone, and that didn’t give her enough support. Her new line was designed to cater to women of all shades and sizes.
However, she lost that positivity when she trademarked “Kimono” as the name of her line. For obvious reasons, this was not cool at all. It sparked outrage as people began calling her out for cultural appropriation and disrespecting Japanese culture.
However, in a positive turn of events, Kim Kardashian has released a statement in response to angry fans, saying she will be relaunching her brand under a new name – Solutionwear.
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Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life. What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public. 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 Solutionwear brand under a new name. I will be in touch soon. Thank you for your understanding and support always.
Considering all the BS going on with Taylor Swift, Justin Bieber and Scooter, it’s pretty refreshing to see a celeb actually take responsibility for a mistake and learn from it.
Solutionwear is a much better fit (pun intended) for her brand anyway. It takes the attention away from “shape”, which immediately gives connotations of unhealthy body shape fixations. Then, it turns the attention to helping women find ‘solutions’ for their personal goals and needs. Basically, it tries to deflect body-shaming criticisms. From a marketing perspective, it’s much more representative of the brand image and I’m surprised they didn’t go for that in the first place.
Kim Kardashian, we’re a long way from perfect but we’re glad that you listened to backlash and made an effort to right this wrong.
Image Sources: Instagram @KimKardashianWest