As a content writer specializing in Japanese social issues and culture, I never thought in a million years I’d be writing about the Kardashians. Yet just this past week, the worst of them all, Kim Kardashian West, did something that elicited so many heated responses from Japanese people on social media that we had to write about it.
On June 25, Kim Kardashian West announced the launch of her latest business venture on her social media — shapewear of various skin tones from sizes XXS to 4XL. Okay, a fashion line is nothing new for a Kardashian. Aside from the comments regarding lack of body representation in the ad campaign, others jumped on the most obvious problem — the shapewear name of KIMONO.
While meant to be a play on Kim’s name, it’s hard to give her credit when the word “kimono” already exists and has absolutely nothing to do with Spanx-wannabe shapewear.
The Kardashians are used to criticism of their cultural appropriation — they’ve been appropriating black and Indian culture for years — but what’s really riling people up is Kim’s audacity to trademark the name Kimono. The trademark request was filed by her company Kimono Intimates, Inc. on June 19 along with the names “Kimono World” and “Kimono Body.” With Kim claiming virtual ownership of the word, no Japanese company operating in the United States would be able to use the word “kimono.” Which, you know, is ridiculous because kimono is a Japanese word.
Kimono (着物) are worn during formal occasions, such as weddings, and were the everyday wear for both men and women for hundreds of years. Care and craftsmanship go into the design and making of every kimono. There’s a long and rich history that goes far deeper than the word “kimono” can convey. They are not form-fitting and they’re definitely not undergarments, and this mislabeling is what has ticked many people off.
Japan is taking this as a serious affront to their culture. There’s a Japanese petition on Change.org calling for Kim to change the name with almost 100,000 signatures as of this writing. Many are also calling her out for demeaning the intricate culture behind kimonos by slapping the name on form-fitting shapewear. The #KimOhNo hastag took off on Twitter and Instagram in an unprecedented outcry against the mogul’s usage of the word “kimono”, with Japanese users posting pictures of themselves wearing traditional kimono, usually with a comment along the lines of “My kimono is not your underwear.”
Amidst the anger and indignation, some users were unhappy with how kimono would now be perceived by Westerners. User @CHOKO122 struggled to articulate her feelings about the situation:
I’m an emotional person, and I’m not good at writing about my frustration so other people can understand, so I didn’t say anything. I can’t find the right words. But I really cried when I saw the Instagram #kimono hastag icon had changed to beige underwear. I simply feel uncomfortable.
Others are taking the opportunity to spread awareness of kimono history, kimono museums, and fashion designers that respectfully incorporate kimono into modern everyday wear, like Norwegian designer T-Michael, who collaborated with Japanese kimono company Y&SONS.
It’s not just the common Japanese citizen that’s demanding change. The mayor of Kyoto, Kadokawa Daisaku, wrote a statement requesting Kim and her company to reconsider their trademark request. Japan’s Minister of Economy, Trade & Industry also expressed his wish to speak to the US Patent and Trademark Office regarding the issue.
This isn’t the first time an American celebrity with a so-called appreciation for Japanese culture has done this. Pop star Gwen Stefani got away with trademarking “Harajuku” for her Harajuku Lovers clothing line during the height of her Love. Angel. Music. Baby solo album career. Back in 2007 she even filed a lawsuit against fashion retailer Forever 21 for using Harajuku in a T-shirt design…as if the word wholly belonged to her. Her cultural appropriation didn’t go unnoticed, but didn’t receive quite the outrage that Kim Kardashian has sparked.
Will Kim Kardashian reconsider? Unlikely — her team has already said they have no plans to change the name. We could just pass this off as another cultural appropriation that the Kardashians will once again get away with, but to Japan, a part of their culture is being unjustly represented and erased, and they’re not letting that go easily. I for one would love to see a Kardashian bow down to the will of the people. Let’s see if my wish comes true…
