The moment you’ve been waiting for is here. Kim Kardashian has finally revealed the new name of her shapewear line. The update comes after the reality star faced widespread backlash and accusations of cultural appropriation for initially naming it Kimono.
So, what’s the brand called now? She just shared the details in a string of tweets.
More on Kardashian West’s announcement
On Aug. 26, the 38-year-old announced that she decided to call the brand SKIMS.
“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. After much thought and consideration, I’m excited to announce the launch of SKIMS Solutionwear™,” she tweeted on the morning of Aug. 26.
She wrote in a series of follow-up tweets that the clothing items will hit shelves on Sept. 10 and come in sizes ranging from XXS to 5XL.
“SKIMS Solutionwear™ is for every body,” Kardashian West continued.
How long did it take Kardashian West to rename the brand?
The KKW Beauty mogul announced on July 1 that she intended on changing the name, so it took nearly two months. But this doesn’t mean that Kardashian West dragged her feet.
She provided fans with an update in July, saying she couldn’t figure out what to do with millions of garments that already had the Kimono logo printed on them.
A recap of the Kimono backlash
Kimono is obviously a play on Kardashian’s first name. But, as you can imagine, people were not happy to see Kardashian name her shapewear line after a traditional Japanese garment, especially because they look nothing alike.
They immediately took to social media to share their thoughts, accusing her of cultural appropriation. But the reality star defended herself against the critics.
She told The New York Times in June that Kimono was meant to be “a nod to the beauty and detail that goes into a garment.” She also said she did not intend to rename the line or design any items that “resemble or dishonor the traditional garment.”
“I understand and have deep respect for the significance of the kimono in Japanese culture,” she said in her statement. She added that she was “proud” of the brand, which has “inclusivity and diversity at its core.”
But she later doubled back
As the criticism mounted, Kardashian West caved and decided to change the name. She said in the announcement that her fans and the public made her realize why the name was so controversial.
“When I announced the name of my shapewear line, I did so with the best intentions in mind,” she wrote on Instagram. “My brands and products are built with inclusivity and diversity at their core and after careful 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.”
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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.
Well, there’s that. Remember, you’ll be able to get your hands on SKIMS on Sept. 10. Save the date.
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