When Kim Kardashian unveiled her new shapewear line in 2019, it was meant to be another headline-grabbing moment in her fast-growing fashion empire. Instead, it turned into a global controversy almost overnight.
The name she chose, Kimono, sparked immediate outrage. It set off a conversation that went far beyond fashion and straight into cultural respect, identity, and branding ethics.
What followed wasn't just social media noise. It became a full-blown international backlash that put pressure on one of the world's most influential celebrities to act fast. Within days, the brand was gone, replaced by something completely new.
A Fashion Launch That Sparked Outrage
Kardashian announced her shapewear collection in June 2019, introducing it as Kimono Intimates. The idea was to offer inclusive, body-shaping undergarments designed for a wide range of skin tones and body types. The rollout was classic Kardashian—big reveal, huge social media push, instant global attention.
But the name caused instant friction.
For many, kimono is a deeply traditional Japanese garment tied to history and ceremonies. So seeing it attached to shapewear, a very different product category, didn't sit right with a lot of people.
Critics quickly argued that the branding stripped cultural meaning from a sacred symbol and repackaged it for commercial use. And because Kardashian had already filed trademark applications in the US, the reaction intensified even further.
Japan's Criticism Adds to Growing Pressure
The backlash didn't stay online for long. It moved into official channels.
In Kyoto, a city strongly connected to traditional kimono craftsmanship, officials publicly voiced their concern. The city's mayor even sent a formal letter urging Kardashian to reconsider the name, stressing that the kimono holds deep cultural meaning that shouldn't be repurposed for a lingerie-style product.
From there, things escalated quickly.
Social media users across Japan and beyond called out the branding, arguing it was a textbook case of cultural appropriation. Conversations spread fast across platforms, with many pointing out that traditional garments like the kimono aren't just fashion items, but they carry heritage, symbolism, and generations of meaning.
Before long, international media picked up the story, turning a product launch into a global debate.
From Backlash to Rapid Brand U-Turn
As criticism grew louder, Kardashian responded publicly. She said she never intended to disrespect Japanese culture and that the naming was meant to reflect inclusivity and design inspiration, not appropriation.
But by this point, the situation had already moved beyond intention. The backlash was widespread and unfolding in real time. For a global celebrity brand built on attention, that level of scrutiny can't be ignored for long.
Within days, Kardashian confirmed the name would be dropped entirely.
On social media, she wrote: '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.'
The Kimono branding was officially retired, and a new identity was introduced: SKIMS.
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.
— Kim Kardashian (@KimKardashian) July 1, 2019
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.
— Kim Kardashian (@KimKardashian) July 1, 2019
Why the Rebrand Meant So Much More
The move to SKIMS did more than clean up a PR issue. It showed how quickly modern brands, especially celebrity-led ones, can be forced to adapt under public pressure.
But this wasn't only about one word. It highlighted how branding choices are now instantly global decisions. A name that might seem creative in one market can land very differently in another, especially when cultural heritage is involved.
It also reinforced something the fashion world is still grappling with. Of course, audiences are paying attention. Cultural sensitivity isn't a niche concern anymore as it can be part of mainstream brand accountability.
SKIMS eventually grew into a major commercial success. However, the origin story remains tied to this controversy, often referenced in discussions about branding responsibility in fashion.
