Kim Kardashian West re-launched her shapewear line as Skims earlier this month with women of all shapes, colors and sizes in mind.
Kim Kardashian West has added shapewear connoisseur to list of her extensive media and consumer goods empire. But executing her innovative shapewear line wasn't so seamless. Initially Kardashian West launched her shapewear brand under the name Kimono which received tremendous backlash. The backlash came from thefinding the name Kimono to be culturally appropriating Japanese culture although it was only meant to be a play on words stemming from Kim's name.
I first had the idea to launch my own shapewear line over a decade ago, but it’s something that I knew I didn’t want to rush to get right. I wanted SKIMS to deliver a product that I myself would wear on an everyday basis and I am so proud of every single piece that we have created. I’m reading everyone’s responses to the brand and seeing all the amazing social media posts from people who have received their orders and are proudly showing off their SKIMS.
As far as the adversity she faced earlier in the summer when the brand was announced as Kimono, Kardashian West has found the name change to Skims to be positive," As soon as I saw how people felt about the name, I took a couple of days to really think about it and talk to people. I wanted to ensure we were able to use the same product without waste. I’m happy we were able to figure it out so quickly. The name SKIMS is the perfect fit for the brand and it resonated with me immediately. Of course, it incorporates my name, which is what I originally loved about Kimono, but it also feels personal and literally close to one’s skin.
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