Cast your mind back to the beginning of July and you might remember the controversy surrounding the launch of Kim Kardashian West’s new underwear label. 

Having announced its name was Kimono on IG, fans and detractors alike were quick to call her out for her ‘cultural insensitivity’ and the fact she was disrespecting a traditional Japanese garment imbued with hundreds of years of history. 

Soon after, West apologised and thanked her fans for their feedback, before announcing she was going back to the drawing board to come up with something more appropriate (and less offensive). 

Now, two months later, West has announced its new name: SKIMS. “My fans and followers are a huge inspiration to me. I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name,” she wrote in a Twitter post. “After much thought and consideration, I’m excited to announce the launch of SKIMS Solutionwear.” 

According to the Keeping Up With The Kardashian’s entrepreneur, the name was inspired by the fact the underwear ‘skims and accentuates’ the best parts of the body, with the offering available in a range of sizes from XXS to 5XL. SKIMS “is for every body” she added (unless you’re a 6XL that is).