Reality television star Kim Kardashian West is facing backlash after naming her new shapewear line 'Kimono'.
On Thursday, Kardashian West revealed her new shapewear brand 'Kimono' on Twitter, writing: "Finally I can share with you guys this project that I have been developing for the last year."
"Kimono is my take on shapewear and solutions for women that actually work."
- Kim Kardashian studying to become a lawyer
- 'Vampire facial' made famous by Kim Kardashian allegedly gives two users HIV
- Watch: The insane way Kim Kardashian made sure she fit her Met Gala dress
However, the announcement received widespread criticism, with the name under attack as many labelled it disrespectful to the traditional Japanese garment.
A kimono is a loose, ankle-length gown, typically tied across the body with a sash, and is seen as a Japenese cultural icon.
One Japanese woman, Yuka Ohishi, told the BBC that the shapewear doesn't have any connection to the traditional clothing.
"We wear kimonos to celebrate health, growth of children, engagements, marriages, graduations, at funerals. It's celebratory wear and passed on in families through the generations.
"[This] shapewear doesn't even resemble a kimono - she just chose a word that has Kim in it - there's no respect to what the garment actually means in our culture."
Those on social media also weren't mincing their words.
"Thanks for butchering Japanese culture! My culture is not your plaything," said one Twitter user.
"You don't have any respect for people who are not your family do you? In the 15 yrs developing this project, couldn't you find a cultural advisor?"
The user also added the hashtag: "#culturalappropriation".
"Why's it called kimono if that’s a completely different style of clothing. I get that you're incorporating your name but kimono is the name of a traditional (and cultural) japanese robe," said another user.
As of Thursday morning, Kardashian West has yet to respond to the criticism on Twitter.