Kim Kardashian’s new shapewear hasn’t hit the market yet and it’s already stirring up controversy.
The reality star and multimillionaire makeup mogul revealed her new shapewear brand Kimono on Tuesday. The launch date has not yet been set publicly, but within hours the Internet exploded with accusations of cultural appropriation since the line’s name plays off the traditional Japanese garment.
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Kimono Solutionwear™. Coming Soon. #KimonoBody Photo: #VanessaBeecroft Choreography: #FatimaRobinson
A post shared by KIMONO (@kimono) on Jun 25, 2019 at 5:55am PDT
Still, Kimono’s Instagram following more than doubled overnight — from roughly 42,000 on Tuesday morning to 108,000 Wednesday afternoon. Clearly, some people are still excited about the arrival of the brand.
But while some consumers seem to have mixed feelings about Kardashian’s latest business venture, all the attention might be good news for the shapewear industry. The more shoppers are talking about something, the more likely they are to buy it. And a last name like Kardashian offers some serious equity in the market.
“Her many followers and marketing tactics will give her brand clear advantage,” said Ayako Homma, fashion and luxury consultant at market research firm Euromonitor International.
Spanx has pretty much established