By KiMi Robinson, KYODO NEWS - Jun 27, 2019 - 18:02 | Arts, All, Lifestyle

Social media users have responded to American television star Kim Kardashian West's announcement this week that she will launch an underwear brand called Kimono, by creating a Twitter hashtag that plays on a mispronunciation of the word, "#KimOhNo."

"Nice underwear, but as a Japanese woman who loves to wear our traditional dress, kimono, I find the naming of your products baffling (since it has no resemblance to kimono), if not outright culturally offensive, especially if it's merely a word play on your name," Yuko Kato, a BBC News editor in Tokyo, replied in response to Kardashian's Twitter announcement.

Kardashian, married to rapper Kanye West, first released information and images of her upcoming "shapewear" collection on social media Tuesday which was met with excitement from some fans and celebrities such as models Chrissy Teigen and Winnie Harlow.

[Getty/Kyodo]

"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," Kardashian, who has 142 million followers on Instagram, wrote in the post. "Kimono is my take on shapewear and solutions for women that actually work."

"Introducing Kimono Solutionwear for every body. Coming Soon in sizes XXS - 4XL in 9 shades. I can't wait for you to feel this fabric!"

Kardashian's brand is described as "a new, solution focused approach to shape enhancing underwear, created by Kim Kardashian West."

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

The Victoria and Albert Museum in London became involved with the hashtag in a tweet aimed at educating the public on the history of kimono Wednesday morning.

"Kimono became the principal item of dress for all classes and sexes in Japan from the 16th c. and is still a symbol of Japanese culture. Discover real kimono here at the V&A," the museum posted on its official Twitter page, adding the hashtag #KimOhNo.

"Meaning 'the thing worn', the term kimono was first adopted in the mid-19th century. Originally worn by commoners, or as an undergarment by the aristocracy, from the 16th century kimono became the principal item of dress for all classes and both sexes," reads a page on the garment on the Victoria and Albert Museum's website.

"Kimono hold a deep cultural significance for many Japanese Americans, especially because of our history in the United States," Tom Ikeda, executive director of Densho, a nonprofit organization that preserves the history of Japanese Americans who were sent to internment camps in the United States during World War II, said Wednesday.

"During WWII, many families were forced to leave behind heirlooms and cultural items when they were sent to concentration camps, where the government subjected them to 'Americanization' efforts intended to strip them of their Japanese heritage.

"Our language and our culture was taken away from us, so to now see people in positions of wealth and power attempt to profit off of something we were criminalized for is hurtful and offensive," Ikeda said.

According to public records available from the U.S. Patent and Trademark Office, trademark applications for word marks -- often stylized logos that include a company's name -- such as "Kimono Intimates," "Kimono Body," "Kimono Solutionwear," "Solutionwear" and "Kimono" have been filed and examined since April 2018. Kardashian's Los Angeles-based lingerie line company is Kimono Intimates Inc.

"Solutionwear," in its trademark application that is currently under review, is characterized as "retail store services featuring clothing, lingerie, and accessories" such as luggage bags, underclothing and swimwear "kimonos."

Kimono Intimates did not reply to an emailed request for comment.