Kim Kardashian addressed the cultural appropriation backlash over her brand’s name during a recent episode of Keeping Up With the Kardashians. The initial name was set to be Kimono, after the Japanese ceremonial garb. She has since changed it to SKIMS.

Kardashian’s shapewear line hit the market back in September 2019. In just the first day of sales, the foundation garments sold a record $2 million. However, SKIMS’ story was almost a nightmare for the reality star. Without knowing it, Kardashian offended many who felt that her use of the word “kimono” was disrespectful to Asian culture. For Kardashian, the moniker was a play on her first name: Kim.

The allegations of cultural appropriation came as a complete shock to Kardashian, according to Us Weekly. She explained to Scott Disick, “There was a lot of people that could’ve chimed in and said, ‘This is an inappropriate brand name,’ but no one chimed in.” Angry tweets and negative social media comments followed, but it wasn’t until Kardashian received a letter from the mayor of Kyoto, Japan that she knew what needed to be done. “Reading that letter, I felt an understanding. I definitely did not want to disrespect a culture.” Ultimately, she settled on the name SKIMS, and was even able to salvage much of her inventory by printing the new name over the old one.

Kardashian isn’t the first business person to associate her brand with the kimono. Obi belts, which are a component of the traditional Japanese garment, have been a sought-after accessory since the 1980s. The Italian fashion house Gucci (which has been accused of promoting black face) produced its own version of the kimono. It currently retails for thousands of dollars in high-end stores like Bergdorf-Goodman. Filipino designer Josie Natori has a line of intimate apparel in which the kimono prominently figures. Kardashian debated whether the backlash was warranted, or simply “15 people being really loud.”

There have been many times over the years that the Kardashian-Jenner brood has been accused of appropriating other cultures (i.e. wearing box braids, dating men of a different race, donning Native American ceremonial headdresses, fashioning their posteriors and lips in a way thought to mimic black women). Therein lies the issue: When is fashion a faux pas? After all, some black women wear Indian hair discarded during religious observances. Asians, Caucasians, and Latinos don urban-inspired clothing rooted in African American hip-hop culture. Women of nearly every nationality have worn qipao, sarees, or caftans. Hippies are often photographed in panchos or Peruvian hats called chullos. Latinx kids elevated emo and hipster style - previously synonymous with white, suburban youth culture - to new levels.

Are we to blow the whistle every time someone does something antithetical to their recognized cultural origins? Regardless, it is commendable that Kardashian had the presence of mind to change the name, despite the monetary cost. This was a teachable moment for many people to understand the sensitivities of the Asian community. It’s also a cautionary nod to brands and businesses imploring them to hire consultants to research the historic and cultural origins of names with an ethnic derivation. This is the world in which we live. Everyone is sensitive. So, unless and until that changes, everyone has to get on board and respect each other.

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Source: Us Weekly