Kim Kardashian’s idea of calling her line of “Kimono” modelling underwear did not please the Japanese at all. “Disrespectful to compare a line of underwear with a traditional garment that is part of our culture,” they commented.

The response of the reality TV star was not long in coming: “It celebrates and enhances the shapes and curves of women”. But Japan is not there and replies: “We wear kimonos to celebrate health, the birth of a child, marriages, graduations, funerals. It is a celebratory garment and has been handed down from generation to generation in families”.

Meanwhile on Twitterthe #KimOhNo hashtag was launched and immediately entered into the trending topics and many are posting photos of traditional clothes explaining that the “kimono” is not simply a dress but has a cultural meaning that cannot be ignored.