Reality TV star and businesswoman Kim Kardashian West says she will rename her Kimono shapewear line after people in Japan said her use of the term to brand undergarments was disrespectful.
Kim Kardashian West will change the name of her shapewear line ‘Kimono’ in response to accusations it disrespects traditional Japanese culture.
The brand, which is a play on the television personality's name, received public backlash - accused of 'cultural appropriation'.
A kimono is a traditional Japanese robe dating back to the 16th century that is often worn for significant life events.
Ms Kardashian West drew public ire in particular for wanting to trademark the name.
In a statement, Ms Kardashian West said the brand was launched 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 … brand under a new name,” she said.
She had initially defended the name's use, stopping short of rebranding, promising not to release clothing that would “resemble or dishonour the traditional garment.”
“I understand and have deep respect for the significance of the kimono in Japanese culture,” she said.
But some Japanese people labelled the brand name insensitive with the shapewear line triggering the #KimOhNo response on social media.
The brand is set to include bras, briefs, shorts and bodysuits, among other undergarments.
Those against the name have welcomed the decision to change it.
A campaign posting pictures of Japanese women wearing the traditional long-sleeved robe pressured the action.
The mayor of the Japanese city Kyoto also weighed in to support the cause by penning a letter to Ms Kardashian West.
Mayor Daisaku Kadokawa, who is renowned for wearing a Kimono on official duties, said the city is trying to have kimono culture registered on UNESCO's Intangible Cultural Heritage List.
"Kimono is a traditional ethnic dress fostered in our rich nature and history... and is a culture that has been cherished and passed down with care," he wrote.
"We think that the names for 'kimono' are the asset shared with all humanity who love kimono and its culture, therefore they should not be monopolized," she said.
Others shared this sentiment in their own posts.
The traditional Japanese robe dates back to the 16th century.