Kim Kardashian renames shapewear line SKIMS
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Kim Kardashian renames shapewear line SKIMS

Kim Kardashian has officially renamed her shapewear collection after upsetting fans by previously calling the line Kimono.

The KKW Beauty boss was accused of cultural appropriation by Japanese activists when she first launched the collection of skin-colored control underwear in June, so she agreed to rethink the name and relabel the garments that had already been made with the Kimono logo printed inside.

On Monday, Kim announced that the shapewear line will now be called SKIMS.

“My fans and followers are a huge inspiration to me – I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name. After much thought and consideration, I’m excited to announce the launch of @SKIMS Solutionwear™ coming September 10,” she wrote on social media. “I love the idea that the pieces will be the closest thing to someone’s skin, skimming with amazingly soft and supportive fabrics which accentuate the best parts of our bodies.”

Kim has also listened to her followers on social media, after she was slammed for not featuring size-inclusive models in the images from her original line. Now, the SKIMS campaign features models of all shapes and sizes, as the collection will be available in XXS – 5XL.

The mother-of-four explained why she was so passionate about shapewear in a video in which she models one of the designs.

“I’ve always been obsessed with shapewear. When everyone was getting bras and underwear, I was always getting shapewear,” she said. “There was times where I’ve tripled shapeweared it up and people would write me all the time and be like, ‘Oh my God you look so good after the baby’ and I’m like, ‘That is three pairs of shapewear. That’s like, not me.’ I feel like shapewear has been at least a decade or more in the making for me.”

– Cover Media


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