Kim Kardashian West has caved to public pressure calling for a rebrand of her latest fashion project, Kimono Solutionwear, which critics say amounts to cultural appropriation of the traditional Japanese garment.
Last week, the KKW Beauty mogul announced her new line by sharing campaign photos shot by performance artist Vanessa Beecroft on social media, calling Kimono her "take on shape wear" and plugging its inclusivity with sizes XXS through XXXXL in nine different skin tones.
WATCH Kim get candid about her bold fashion choices and business decisions:
But just six days later, the reality star backtracked saying she would choose a new brand name after "listening, learning and growing" from feedback from fans.
The mother of North, Saint, Chicago and Psalm West made the announcement on her much-followed Instagram account, alongside a photo of her wearing a chocolate coloured piece from her new shapewear line.
"Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life," the Keeping Up With the Kardashians queen began.
"What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public.
"I am always listening, learning and growing - I so appreciate the passion and varied perspectives that people bring to me.
"When I announced the name of my shapewear line, I did so with the best intentions in mind. My brands and products are built with inclusivity and diversity at their core and after careful thought and consideration, I will be launching my Solutionwear brand under a new name.
"I will be in touch soon. Thank you for your understanding and support always."
Kim's latest venture has been mired in controversy from the outset, after Japanese culture experts blasted her move to trademark the word Kimono.
The far reaching debate stretched as far as Japan itself, with mayor of Kyoto Daisaku Kadokawa even penning a letter to the aspiring lawyer calling on her to reconsider the branding.
Kim pleaded her case, telling the New York Times the name was intended as "a nod to the beauty and detail that goes into" her clothing and stressed she has no plans "to design or release any garments that would in any way resemble of dishonour the traditional garment".
The issue spilled onto Twitter with a new hashtag, #KimOhNo, slamming the notion of the kimono being associated with body shaping underwear.
Japanese woman Yuka Ohishi told the BBC last week: "We wear kimonos to celebrate health, growth of children, engagements, marriages, graduations, at funerals.
"It's celebratory wear and passed on in families through generations.
"[Kim's] 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 Japanese culture."