Kardashian West is a well-known American reality star mainly known from Keeping Up with the Kardashians (KOWTK), as well as a famous social media star with 190 million followers on her personal Instagram account and 2.1 million followers on the SKIMS Instagram account. Kardashian West is furthermore the creator of SKIMS, which is described as “the solution focused approach to shape enhancing undergarments” (skims.com). This case is going to focus on the renaming of the brand and the shape wear models from the site, which also features products such as loungewear, bras, underwear and accessories.
Kardashian West is well known for scandals both in KOWTK and outside it. On multiple accusations she has been accused of cultural appropriation, for example when she wore Fulani braids, an Indian headpiece, looked like she was in blackface or when she first named her shape wear collection KIMono (D'zurilla, 2019). The definition of cultural appropriation used is “a modern type of colonization that involves the appropriation and sometimes commercialization of cultural practices, spiritual traditions, hair and dress fashion styles, speaking styles, and other cultural elements. Cultural appropriation happens when there is an imbalance of power and privilege – a dominant or privileged culture appropriations from a nondominant or marginalized culture. Cultural appropriation does not work the other way around. BIPOC cannot appropriate from white people, because BIPOC do not hold collective power and privilege over white people“ (Saad, 2020).
KIMono, now called SKIMS, was launched in 2019 and is prime example of cultural appropriation. The definition of a kimono by Cambridge dictionary is “a long, loose piece of outer clothing with very wide sleeves, traditionally worn by the Japanese” (dictionary.cambridge.org). Kardashian West chose to use a word – with historic meaning and cultural value that she might or might not be aware of – as a “cleaver” word play with her name. A definition that furthermore is the complete opposite of SKIMS’s tight shape wear. Later on she renamed the brand, but sadly a backlash was needed before she realised how inappropriate the first name was. I think ignorance is one of the main problems when influencers and designers cultural appropriate.
On the other hand SKIMS is very colour and size inclusive. SKIMS runs in sizes from XXS to 4XL and in nine skin-toned shades (D'zurilla, 2019). Kardashian West advertises SKIMS on the website as “Perfect for all body types, whether you aim to target your waist, tummy, butt or thighs, our shapewear has you covered!” (skims.com).
Image 1 – from SKIMS Instagram account
Kardashian West embraces diversity not only by being colour inclusive, shading her shape wear in multiple skin tones, like foundations shades, to fit both very light and very dark skin, and also by being size inclusive on social media (image 1). She uses models in all shapes and sizes and promotes body positive with her diverse brand. A positive development from her and a change needed in society with things, such as cultural appropriation, happening.
Image list
Image 1 – picture from the SKIMS Instagram, posted the 11th of August 2020, https://www.instagram.com/p/CDuYrvJFrru/ .
Bibliography
dictionary.cambridge.org. (n.d.). Retrieved november 1, 2020 from https://dictionary.cambridge.org/dictionary/english/kimono
D'zurilla, C. (2019, june 25). Los Angeles Times. Retrieved october 26, 2020 from https://www.latimes.com/entertainment/la-et-kim-kardashian-kimono-trademark-cultural-appropriation-20190625-story.html
Saad, L. F. (2020). Me and White Supremacy
West, K. K. (n.d.). skims.com. Retrieved october 26, 2020 from https://skims.com
Comments