What Was SKIMS Originally Called?
The name change hides a fascinating origin story. SKIMS did not land on store shelves with its current label. Kim Kardashian’s shapewear brand carried a different identity before the public rebrand. Guys, explore more in Guides And Explainers and what was skims originally called.
The First Name: A Bold Start
SKIMS debuted with a strikingly different title. The label launched as Kimono. This name choice arrived in June 2019. The initial collection focused on smooth, sculpting undergarments. Fans immediately latched onto the brand’s promise of comfort and confidence.
Yet the original name carried heavy cultural weight. The word “kimono” belongs to a traditional Japanese robe. It holds deep historical and ceremonial significance. Using the term for a body-con shaper sparked immediate backlash. Critics called the branding tone-deaf. The public outcry forced a swift course correction.
The Backlash That Forced Change
The internet did not wait. Social media erupted with sharp criticism. #KimonoChallenge trended as users highlighted the cultural insensitivity. Japanese community leaders voiced sharp disappointment. They pointed out the sacred meaning behind the garment.
A global conversation about cultural appropriation took center stage. Brands face real scrutiny now for careless naming. Kim Kardashian and her team recognized the gravity fast. Silence would have deepened the damage. The response needed to be immediate and genuine.
> “Names carry weight. When a name disrespects a culture, it must change.” — Industry analysis on branding ethics (Forbes)
Rebranding to SKIMS: The New Identity
The pivot happened just weeks after the launch. Kim Kardashian announced the name change to SKIMS. The new title emerged in July 2019. It stands for SKinny InstaManiac Style. Some interpretations also suggest it simply means “skins,” reflecting the intimate apparel category.
The rebranding strategy worked. The new name sidestepped cultural landmines. It also created a sleek, modern aesthetic. “SKIMS” feels personal, intimate, and memorable. The alliteration gives the brand a rhythmic punch. It rolls off the tongue effortlessly.
Why the Original Name Failed
Kimono as a shapewear brand name missed the mark. It reduced a cultural artifact to a marketing tool. The lack of cultural consultation showed up immediately. Consumers today demand more from brands. They want awareness, respect, and authenticity.
The failure underscores a bigger lesson in branding. Research and sensitivity must precede a product launch. Rushing to market without these checks invites disaster. SKIMS learned this the hard way. The quick pivot from Kimono to SKIMS saved the brand. It also rebuilt trust with a wary audience.
The Brand’s Journey Since the Rebrand
SKIMS exploded in popularity after the name change. The brand expanded beyond shapewear. It now offers loungewear, underwear, and activewear. Celebrity endorsements fueled the growth. The product line grew to serve diverse body types.
Kim Kardashian’s influence pushed SKIMS into everyday culture. The shapewear market was crowded before the launch. But SKIMS carved out a distinct niche. The rebranding gave it a second chance at dominance. The former name lives on only as a cautionary tale.
The Takeaway for Modern Brands
SKIMS proves that course correction is possible. The willingness to change a name shows maturity. Many brands hesitate to admit a mistake. Kim Kardashian chose a different path. She prioritized respect over stubbornness.
The original name “Kimono” still surfaces in discussions. It serves as a reminder of the power of language. Every brand must ask hard questions about its identity. What does the name represent? Who does it affect? Answering these queries before launch prevents public fallout. The SKIMS story is far from over. Its origin, however, remains a pivotal moment in brand history.