Kim Kardashian has been accused of disrespecting Japanese culture after she launched a new underwear brand named after a Japanese traditional piece of clothing.
Reality star Kim announced yesterday she will be bringing out Kimono Intimates as a shapewear line.
The 38-year-old entrepreneur said the brand ‘celebrates and enhances the shape and curves of women’, as she made the announcement on social media.
She shared three images from her Kimono Solutionwear shoot while posing alongside models, adding a lengthy caption to talk about her new venture that she said was ‘coming soon’.
But Japanese people say the trademarked brand disrespects the traditional 15th century kimono clothing.
Some of the people who offered their criticism on Twitter used the hashtag #KimOhNo.
“She’s been to Japan many times. I’m shocked. She has no respect,” tweeted one user in Japanese.
“I like Kim Kardashian, but please pick a name other than kimono if it’s underwear,” wrote another.
“The Japanese government should file a protest against Kardashian,” wrote a third.
One social media user wrote: ‘I feel very sad that the name ”Kimono” is being used to something completely different from what we Japanese know about it. Kimono is Japanese traditional clothes and we are very proud of its history and culture. I’m sorry but I feel this name choice is simply ignorant. #KimOhNo.’
Kimono literally means “something to wear,” while Kardashian’s use of it appeared to be a play on her first name. The new line’s website offered no explanation, and Kardashian has yet to respond to her online detractors.
And not everyone was opposed to the name, with some users arguing it could offer a chance to promote a traditional outfit that is declining in popularity even in Japan.
Once a standard of the Japanese wardrobe, the kimono is now often reserved for special occasions, such as weddings and coming-of-age ceremonies, and is mostly worn by women.
And while the elaborate outfits might appear to have little in common with the snug garb being offered by Kardashian, kimonos are not only often hugely expensive but known for being hard to wear.
