This post has been updated since publication on Aug. 26
Kim Kardashian has a new name for her shapewear brand: Skims.
After being criticized for cultural appropriation over the initial name of her shapewear brand — Kimono, which she revealed on June 25 — Kardashian is changing the brand’s name to Skims and has announced a Sept. 10 launch date.
“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,” she wrote on Instagram. “I love the idea that the pieces will be the closest thing to someone’s skin, skimming with amazingly soft and supportive fabrics which accentuate the best parts of our bodies.”
The reality TV star had previously announced on Twitter she would be changing the brand’s name on July 1, just six days after revealing the brand. Social media backlash was swift against Kardashian over the Kimono name, with the mayor of Kyoto, Daisaku Kadokawa, penning an open letter asking her to drop the trademark.
She later addressed the backlash she received over Kimono’s name in an interview with WSJ Magazine, stating: “You would think we would have obviously thought it through a little bit deeper. I’m the first person to say, OK, of course, I can’t believe we didn’t think of this. I obviously had really innocent intentions. But, let’s listen. And I want to really listen. And I want to really take it all in. I do love Japan. My husband was in Japan when all of this was happening. It’s a place that we love and go to. I have such respect.”
Kardashian’s initial announcement showed her line of skin tone-colored shapewear has been 15 years in the works. The brand’s imagery — which was photographed by artist Vanessa Beecroft — shows styles like bras, underwear, bodysuits and a one-leg bike short available in nine shades and in sizes ranging from XXS to 4XL.
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