Kim Kardashian Kimono
Photo: Getty

The V&A museum has spoken out about Kim Kardashian West’s controversial new shapewear range, Kimono. The reality star received criticism this week over the launch of her new brand, after many on social media argued that the name disrespects traditional Japanese clothing.

The V&A took to Instagram to touch on the news, posting a photograph of a traditional kimono from their archives.

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“Kimono became the principal item of dress for all classes and sexes in Japan from the 16 c. And is still a symbol of Japanese culture. Discover real kimono here at the V&A. #KimOhNo.”

The museum then linked to an in-depth article on its website which outlines the kimono’s rich history, symbolism and culture.

Photo: Getty

The kimono, a long-sleeved robe that’s traditionally tied with a sash, dates back to 15th century Japan and is an integral part of the country’s cultural identity. The item is primarily worn for special occasions.

Many Japanese social media users tweeted the hashtag #KimOhNo to explain why they felt that Kardashian’s latest business venture was disrespectful.

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“We wear kimonos to celebrate health, growth of children, engagements, marriages, graduations, at funerals,” one Japanese woman, Yuka Ohishi, told the BBC“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.”

Kardashian trademarked the Kimono brand last year and has already filed trademarks for “Kimono Body”, “Kimono Intimates” and “Kimono World”, according to the BBC.

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Kardashian, who is yet to comment on the backlash, shared on her Instagram: “I’ve been passionate about this for 15 years. Kimono is my take on shapewear and solutions for women that actually work.”

The controversial range is designed to smooth out lines under clothing and is available in nine different shades, spanning sizes from XXS to 4XL.

This article originally appeared on Harper’s BAZAAR UK.