Kim Kardashian’s Kimono line needs a rebranding, but the business mogul cannot figure out how without wasting all the already printed materials.
Kim Kardashian dropped the line on June 25 with an Instagram post. She wrote, “Finally I can share with you guys this project that I have been developing for the last year. I’ve been passionate about this for 15 years.
Kimono is my take on shapewear and solutions for women that actually work.”
She revealed, “I would always cut up my shapewear to make my own styles, and there have also been 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.”
She concluded, “I developed this style for all of those times I wanted to wear a dress or skirt with a slit and still needed the support.”
Immediately after the launch, Kim faced backlash for her choice of name for the brand. People said she had stolen from Japanese culture. Additionally, she launched a product that did not look anything like a real Kimono.
A Japanese visual artist by the name of Mariko Umeda wrote on Twitter, “When we wear kimono, the women have big breasts and slim waists to fill the gap and make body shape flat. So I feel your underwear works opposite of kimono concept. Not only the traditional side, but also functionality makes no sense to use the name.”
In a number of tweets posted after the initial launch, Kim apologized for the name and promised a rebrand. She wrote, “I am always listening, learning and growing – I so appreciate the passion and varied perspectives that people bring to me.”
She added, “When I announced the name of my shapewear line, I did so with the best intentions in mind.”
She concluded, “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.”
Kim also told the Wall Street Journal, “We’re figuring it all out now. Nothing will go to waste. That is my number-one priority.”
She also told them where the name came from. She said, “I heard it, and it instantly clicked with me. And I think ono means ‘one.’ The Kim part I thought was, like, clever. I’ve always been a little bit more minimal when it comes to branding and I just think that incorporates me, but also, like, one.”
She added, “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.”
Weeks after announcing the name change, Kim took to Instagram to give fans a “progress report.” She said that she was still figuring out how to rename everything without causing waste.
She explained, “Because I wanted everything to be really seamless and feel really good, we printed everything inside all of the garments. So now I have to come up with a solution and not be wasteful because we have printed almost two million garments so far with the Kimono name.”
One of the choices she now has includes printing a black box on the Kimono logo. Another is to scrub the paint off completely. She said however that she does not really like the choices. The box seems “too big” and removing the logo “looks messy.”
She said she does “like” the idea of adding a small piece of fabric to cover the Kimono logo. She said, “That does look like a nice tag.”
She told her 144 million viewers, “I just want you guys to have a little progress report and know that I’m working really hard to figure out how to not be wasteful and change the name at the same time.”
There is no word yet on when the rebranded Solutionwear line will be readu.
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