Kim Kardashian is making headlines again. This time for attempting to trademark the word “Kimono” for her new line of shapewear.
Reality TV star and social media influencer Kim Kardashian sparked controversy when she announced her shapewear brand, KIMONO, in June 2019.
Although Kardashian intended to launch a new fashion line, the name quickly attracted criticism. Many people accused her of cultural appropriation and disrespecting Japanese traditions.
As a result, the controversy surrounding Kim Kardashian and KIMONO gained international attention.
Why Did the KIMONO Name Cause Controversy?
The kimono is a traditional Japanese garment with deep cultural significance. Japanese people often wear it during weddings, ceremonies, festivals, and other special occasions.
However, Kardashian’s shapewear products had little connection to the traditional garment.
Consequently, critics questioned her decision to use the word “Kimono” for a commercial fashion brand.
Furthermore, many social media users expressed concerns about the potential commercialisation of Japanese cultural heritage.
The backlash quickly spread across social media. In particular, the hashtag #KimOhNo gained popularity as users criticised the proposed brand name.
Kim Kardashian and KIMONO Trademark Controversy
Beyond cultural appropriation, the controversy also raised questions about trademark protection.
Kardashian’s business had filed trademark applications involving the KIMONO name.
However, trademark registration does not automatically grant exclusive rights over every use of a word.
Instead, trademark rights generally depend on the registered goods or services and applicable laws.
Therefore, the dispute highlighted the difference between commercial trademark protection and cultural ownership.
Kim Kardashian Renames KIMONO to SKIMS
Following widespread criticism, Kardashian reconsidered the brand name.
In July 2019, she announced plans to rename the shapewear line.
Subsequently, she introduced the brand as SKIMS in August 2019.
This decision helped address public concerns while allowing the business to move forward.
Conclusion
The Kim Kardashian and KIMONO controversy demonstrates why businesses should consider cultural sensitivity when selecting trademarks.
Moreover, a successful branding strategy requires more than legal registrability.
Ultimately, businesses should assess cultural associations, public perception, and potential trademark conflicts before launching a new brand.
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Source: The Star. CNIPA.