Kim Kardashian West Comes Under Fire for 'Kimono' Trademark

In a recent launch “15 years in the making,” Kim Kardashian West has finally announced her brand of shapewear, controversially titled “Kimono Solutionwear” Accompanied with the launch, Kardashian West has sought trademarks for “Kimono Body,” “Kimono Solutionwear,” “Kimono World,” and “Kimono Intimates.” The decision has been met with ire from Japanese and Japanese American critics and fans, who see the wordplay as yet another example of Kim’s aptitude for cultural appropriation. 

Although “kimono” in Japanese means “something to wear,” the phrase is most often used to refer to traditional formalwear, primarily worn by women at weddings or special occasions. This is hardly the first time the ornate Japanese dress has been co-opted by Western fashion, but the trademark move seems especially exploitative for those who don’t want the traditional clothing associated with the brand. 

“As a Japanese person and a Kimono lover, I'm so sad that many people think about underwear when they see the word ‘Kimono,’” Twitter user @yagami_rinn tweeted at Kardashian West. “Kimono is really special dress for us. Please think about it once again.”

While the name “Kimono” comes with its own problems, the term “Solutionwear” also draws into question what issues about one’s body actually need to be solved. The term “shapewear,” is more neutrally descriptive, but “Solutionwear” has other implications.

"Solutionwear" suggests our female bodies are PROBLEMS needing correction,” author and lawyer Lisa Bloom tweeted. “Hell no! Also aren't there some studies about how squishing us into these confining casings causes medical problems?” 

In retaliation, some have suggested the brand be called “Kim Oh No!” instead.