Kim Kardashian has revealed the new name of her yet-to-be-launched solutionwear line, after she announced she’d rename it following criticism and accusations of cultural insensitivity. (Re)introducing: 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,” she wrote in an Instagram post. “After much thought and consideration, I’m excited to announce the launch of SKIMS Solutionwear™ coming September 10. 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.”
See the full post here:
In an interview with WSJ Magazine, Kim Kardashian West gave more insight into the decision to name—and then rename—her forthcoming shapewear line.
“You would think we would have obviously thought it through a little bit deeper,” she said. (The original name for her line was Kimono.) “I’m the first person to say, ‘Okay, 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.”
She went on to say that she and husband Kanye West love Japan and its culture. “[Kanye] was in Japan when all of this was happening. It’s a place that we love and go to. I have such respect,” she said.
“Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life,” she wrote on Instagram. “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.”
Kardashian announced her latest venture, a “solutionwear” brand of undergarments available in sizes XXS to 4XL and in nine shades. And though it was praised for its inclusive approach to sizing and pricing, the name Kimono drew criticism, specifically from people of Japanese origin who felt it was disrespectful to the traditional garment.
As this conversation started gaining traction on social media—even inspiring a hashtag, #KimOhNo—Kardashian issued a response to the New York Times, clarifying her intention with the name: “I understand and have deep respect for the significance of the kimono in Japanese culture and have no plans to design or release any garments that would in any way resemble or dishonor the traditional garment. I made the decision to name my company Kimono, not to disassociate the word from its Japanese roots but as a nod to the beauty and detail that goes into a garment. Filing a trademark is a source identifier that will allow me to use the word for my shapewear and intimates line but does not preclude or restrict anyone, in this instance, from making kimonos or using the word kimono in reference to the traditional garment. My solutionwear brand is built with inclusivity and diversity at its core and I’m incredibly proud of what’s to come.”
