KimOhNo starts a controversy
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Reality star Kim Kardashian West’s Kimono underwear offends Japanese
Kim Kardashian West has angered Japanese with the launch of her new shapewear bran Kimono Intimates.
Kim said the label, launched on Tuesday, is inclusive and “celebrates and enhances the shape and curves of women.”
Japanese people on social media have said the trademarked brand disrespects traditional clothing.
The Kimono, a loose long-sleeved robe typically tied with a sash dates back to 15th Century Japan. “We wear Kimonos to celebrate health, growth of children, engagements, marriages , graduations at funerals. Kim shapeware doesn’t even resemble a Kimono – she just chose a word that has Kim in it – there’s no respect to what the garment actually means in our culture” according to one Japanese woman.
Kardashian West trademarked the Kimono brand last year in the US. She has also filed trademarks for “Kimono Body”, Kimono Intimtes” and “ Kimono World”. The underwear is designed to create a smooth lines under clothing is available in several different colour.
Kim Twitted “ There were so many times I couldn’t find a shapeware color that blended with my skin tone so we needed a solution for all of this”.
The latest label by Kardasian West touts itself as a size and diversity inclusive brand, carrying sizes from XXS to 4XL and also available in nine shades.
But on Kimono expert said it was ironic that it identifies itself with a garment that is the opposite of shape wear.
The aesthetic of the Kimono is graceful elegant and gentle, it is not overtly revealing or figure-hugging. It wraps the wearer so they are not exposed. If I made a bra and called it a sari some people would be annoyed, it is extreme disrespect. The Kimono is an expression of Japanese identity. That word does not belong to Kim Kardashian .” according to Prof Sheila Cliffe from Jumonju Women’s University.