Kim Kardashian rebranded her shapewear company over fears the name Kimono was potentially "scandalous".
The 45-year-old reality TV star is the founder of successful fashion brand SKIMS but she was initially planning to launch the company under the name Kimono Intimates. However, the title prompted a fierce backlash over its nod to Japanese culture and Kim decided to change the branding following the outcry even though all of the company's labels had already been printed.
She told Time magazine: "I think you can really feel the noise. You can hear when it is so loud. For Kimono, I thought, I have such respect for that culture, and I wouldn't want someone to think that I was misusing or appropriating it, so let's change it ...
"With something that could be scandalous or salacious or inappropriate, you cannot wait a long time. I think the key is a quick response, accountability, and fixing. Even if it'll take longer to fix, quick accountability is the most important thing."
Kim went on to reveal she's learned a lot of the years when it comes to running a business and the most important lesson for her was recognising her own worth.
She explained: "My sisters and I did a beauty deal and we got like a six per cent royalty, split three ways, and then from each two per cent, we gave 25 per cent away for management and agency fees.
"That deal lacked the confidence of knowing what you bring to the table. So as you grow and figure that out, you gain confidence to say, like: 'Oh, this is what I'm worth, and this is the deal. Take it or leave it'."
Kim's SKIMS is going from strength-to-strength since its launch in 2019 and she recently confirmed plans to expand the brand to include skincare and beauty products.
The reality TV star has already made several attempts to establish a beauty business by starting KKW Beauty in 2017 and Skkn By Kim in 2022, which was licensed through Coty, but she has since reacquired her SKKN brand and will be relaunching it through her clothing and shapewear company SKIMS.
In statement obtained by WWD, Kim said: "Expanding into beauty isn't just about growing Skims - it's about building on the strength of the brand and bringing our approach to a whole new category.
"SKIMS has always been about redefining essentials, and now we're doing the same with beauty, skin care and fragrance.
"With the global community we've built and my experience in beauty, this felt like the right next step. We're bringing the same level of innovation, inclusivity and quality that people expect from Skims into products that will truly make a difference.
"I'm so excited for our customers to experience beauty in a whole new way with SKIMS."
