Kim Kardashian's shapewear label 'Kimono' sparks outrage, Japanese women find it 'offensive'

WION Web Team New Delhi, Delhi, India Jun 27, 2019, 12.27 PM(IST)

Kim Kardashian and a picture of Japanese traditional dress Kimono. Photograph:( Twitter )

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The clothing line consists only of shapewear and undergarments that didn't sit well with Japanese women around the world. 

Reality star and cosmetics mogul Kim Kardashian West is facing major criticism worldwide for appropriating Japanese culture by launching a clothing line called Kimono on June 26. 

The star took to social media to announce her latest fashion label featuring models wearing various nude coloured shapewear. She captioned the post: "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."

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The clothing line consists only of shapewear and undergarments that didn't sit well with Japanese women who call their traditional Japanese dress, Kimono. The garment is often worn for special occasions and on festivals. 

Some users expressed their anger on Twitter:

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Kimono-stylist and photographer Stasia Matsumoto told Reuters: "I just find it very inappropriate to use the word kimono and just make an underwear brand out of it. It is disrespectful to Japenese culture, to kimono craftspeople."

According to some media reports, Kardashian West trademarked the Kimono brand in the United States last year.