Two months ago, Kim Kardashian launched a line of shapewear called Kimono, which got entirely too much attention due to the fact that she tried to trademark the word. The general consensus was that Kim’s attempt at trademarking the word kimono was beyond shameless, and Japanese people were pissed. Kim pulled the name and went back to the drawing board, and now she’d like to introduce you to her new, improved, and generally less-offensive underwear line, SKIMS Solutionwear!
Kim said last month that she heard everyone’s complaints and she really really wanted to make it better. It was suggested that Kim might just slap the word Solutionwear on her undies and call it a day. Well, she kind of did, except she also dusted it with a little lazy branding. She announced the new name on Instagram. Congratulations, Kim! Now the only people you’ll piss off are sloppy typers looking for more information on the UK series Skins.
View this post on Instagram
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. 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. Available in sizes XXS – 5XL, SKIMS Solutionwear™ is for every body. SKIMS.COM. #ShowYourSKIMS Photo: #VanessaBeecroft
Here’s the first official post from SKIMS. Please note the logo is in the exact same typeface that Kimono was (it was allegedly designed by Kanye West.)
View this post on Instagram
Kim didn’t just return to us with what sounds like a Nordstrom Rack version of SPANX. She also diversified her models. As you can see, the first promo image for SKIMS Solutionwear features Kim surrounded by a variety of body types. That’s a pretty strong contrast to the initial product launch of Kimono, which basically looked like a catalog from Kim’s surgeon.
Finally I can share with you guys this project that I have been developing for the last year.
I’ve been passionate about this for 15 years.
Kimono is my take on shapewear and solutions for women that actually work.
Photos by Vanessa Beecroft pic.twitter.com/YAACrRltX3
— Kim Kardashian West (@KimKardashian) June 25, 2019
Kim explained why she chose the name SKIMS, and it’s because the garments skim your body.
One thing Kim didn’t announce today was how she solved the labeling problem. Last month, Kim tweeted an update on her messy shapewear situation. She explained that nearly two million pieces of underwear had been made with the word Kimono printed on the inside. Kim showed several options for how she was going to fix it, because she didn’t want to be wasteful and just dump the line and start again.
— Kim Kardashian West (@KimKardashian) July 27, 2019
SKIMS launches on September 10th, so we’ll have to wait until then to see what’s up with that label situation. Kim has urged customers to #ShowYourSKIMS, and something tells me Kim is going to regret that hashtag once people start receiving their orders.
Although I doubt Kim will be that bothered by all the attention. Kim recently admitted to Vogue Arabia (via E! News) that she used to be obsessed with being famous. “Admitted” was the wrong word to use there, because it would imply she was confirming something we didn’t already know.
“Money was always the goal but I was obsessed with fame, like embarrassingly obsessed. I do agree that fame can be addictive. Even in my darkest of times, I don’t regret putting myself out there for the world to see. People have shared with me over the years how much it has helped them to feel less alone when dealing with their own adversity. I love having a voice and I appreciate the platform that I have been given, even though I do wish I could have more privacy at times.”
Oh, it was embarrassing alright. Like this embarrassing video of 8th grade Kim bragging about being famous one day.
This underwear line is truly the gift that keeps on giving to Kim. Because there’s no way anyone is receiving undies with a glued-on tag on the inside. That will lead to another round of damage control, this time with Kim making up some excuse about where the original two million pieces of shapewear went. I do look forward to seeing how Kim avoids saying the words: “It went into the trash, DUH!”