In the age when people are so easily offended by a mere hint at cultural appropriation, celebrities and brands exercise extreme caution to avoid the trap of marketing something that might chip away at their carefully crafted image – at least in theory. In practice, they are often accused of being tone deaf in their business and advertising, whether it’s Katty Perry or Gucci, or in this case, the ubiquitous reality TV mega-star Kim Kardashian West.

Kardashian West announced on Monday she would be renaming her shapewear brand ‘Kimono’ after massive online backlash. Saying that she opted for the initial name “with the best intentions in mind,” the ‘Keeping Up With The Kardashians’ star added that “after careful thought and consideration,” she would be launching her brand under a new name.

“Thank you for your understanding and support always,” she tweeted roughly a week after unveiling the original brand name, ‘Kimono.’

Kardashian’s initial naming of her shapewear after a traditional Japanese garment – which also happens to be wordplay on her own name – got many Japanese people, including the mayor of Japan's former capital Kyoto, Daisaku Kadokawa, incensed. Kadokawa penned the US celebrity an official letter, urging her to change the name and arguing against her attempt to “monopolize” an essential part of Japenese culture.