It's not at all a word associated with undergarments,but Kim Kardashian West is trying to change that. On Tuesday - less than a month after the last day of Asian Pacific American Heritage Month - thereality star and beauty mogul launched Kimono Solutionwear,her shapewear line meant to be inclusive of a range of body shapes,sizes and skin tones.
And yes,she's even filed paperwork to trademark"Kimono"(as well as"Kimono Body","Kimono Intimates"and"Kimono World"). Because what's a new entrepreneurial venture without protecting your brand?
But Kardashian West's appropriation of the word kimono for a line of products that have nothing to do with kimono is problematic because it completely removes the word from any cultural and historical contexts. Her marketing decision ignores and erases both Japanese tradition and very specific Japanese American experiences.
Many were quick to point out that this is just the latest in Kardashian West's history of being culturally insensitive. She has previously been called out for wearing Fulani braids (more than once) and a maang tikka (an Indian headpiece). She also has been accused of blackface in ads for her beauty line.
Loading
Members of Kardashian's high-profile family - including Kendall and Kylie Jenner - have been accused of profiting off of black culture,too,so it appears Kim is just switching it up a bit by looking to Asian culture for inspiration.
Kardashian West's attempt to have kimono associated with her first name and her brand is just a new low in ways people of Japanese descent have their culture and identity taken from them.
In Japan,although some people still wear everyday kimono,the traditional attire is more often something worn for special occasions. Different types of kimono are appropriate for different events,including various ceremonies,celebrations,festivals and other milestones in life.