Kim Kardashian West's Kimono underwear meets Japanese backlash https://t.co/SpYihLAVka— BBC News (World) (@BBCWorld) 26 de junio de 2019
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Following the news that Kim Kardashian had trademarked the word kimono and the names "Kimono Body", "Kimono Intimates" and "Kimono World" for a shapewear brand, Japanese internauts said on social media that the trademarked brand disrespects traditional clothing.
The kimono, a loose long-sleeved robe typically tied with a sash, dates back to 15th Century Japan.
Considered the national dress of Japan, it is now mostly worn during special occasions. Many people have taken issue with the fact she trademarked a word of huge cultural significance in their culture. Others were annoyed that the traditional garment now shares the same name as an intimate wear brand. Making the hashtag #KimOhNo trend on Twitter.
One kimono expert said it was ironic that it identifies itself with a garment that is the opposite of shape wear. And many people fear some associate the word kimono to the reality star rather than the Japanese garment.
The hashtag has gained enough traction that even some Japanese celebrities, like talent Murasame Tatsu have commented on it.