On Wednesday, Kim Kardashian West unveiled her new shapewear collection, named ‘Kimono’ – the logo for which was designed by hubby Kanye.

Taking to Instagram to share the new range with her 142million followers, the KUWTK star wrote: “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.”

But since the announcement, Kim has received a lot of backlash from people on social media, who feel the new trademarked shapewear brand disrespects Japanese culture and tradition.

Kimonos – long-sleeved, traditional robes that date back to 15th Century Japan – are considered a special and unique item of clothing in the country.

A lot of people on social media feel affronted by Kim Kardashian’s use of the word, calling it “disrespectful”, “baffling” and “offensive”.