This Fall, Khloe Kardashian and Emma Grede are launching Good American – a denim-focused fashion brand designed for a curvier, sexier and stronger shape, rather than the straight body of the traditional fashion establishment.
Good American is advancing the body movement seen in popular culture, which has already redefined what it means to be sexy and is knocking down outdated physical stereotypes which the new generation of girls no longer aspire to. The collection offers three highly-wearable styles to flatter and enhance various body types and will be available in sizes 0-24.
In June 2016 Emma & Khloe announced they would be looking for girls to be part of their launch campaign via social media, in just two days, over 12,000 people entered and 23 girls were selected to appear in the campaign alongside Khloe.
“For our launch campaign we wanted to feature girls who embody our values, women that embrace the body they were given- they all entered themselves after all and responded to a simple mission statement on a website. Also it was important to us to get the collection onto the bodies of the women that will become our customers and not just models,” says Emma. “We wanted to find real girls to join us in this movement,” says Khloe “This isn’t just about finding the perfect pair of jeans, but embracing your body and being proud of all that you are.”
Good American will sell directly to its consumers from October 18th at goodamerican.com, as well as in Nordstrom locations around the United States.