When Khloé Kardashian initially teased her new denim line, the details were scarce. Marketing itself under the name "GA" and promising a "body revolution," the line could have been either a blip on the radar or something pretty refreshing. Launching on GoodAmerican.com and in Nordstrom today, the Los Angeles-made denim line seems to be the latter.
“Good American is a denim-focused fashion brand designed for a curvier, sexier, and stronger shape,” reads the brand's website. That curvier point is important—for quite a while, Khloé herself didn’t wear denim because she couldn’t fit the premium denim in the section where her sisters shopped and didn’t want to shop in the plus-size area. And even when she did find a pair, the reality star and business woman usually had to get them altered by a tailor.
"I think the [Good American] selling point for me was having a really wide range of sizes and not trying to segregate people into shopping the plus-size,” she explained to E! News. “I really want to break down those barriers and have a denim line for real women.” She partnered with friend Emma Grede to launch the brand.
The resulting collection features three different silhouettes: Good Legs, Good Cut, and Good Waist. Each focuses on something different, with the Good Legs silhouette utilizing hip and leg sculpting fabric while the Good Waist silhouette features an ultra high-rise, corset-slimming waist. Each silhouette also comes in a variety of styles, including a slightly faded, true blue pair of Good Waist; a ripped up, light wash Good Cuts; and an all black, destroyed pair of Good Legs with raw edges. The price point ranges from $149 to $215.
To show off the line, the pair tapped a diverse cast of models like Jordyn Woods, Malika Haqq, Roxy Reyes, and Braina Laviena, among others. Dubbed the #GoodSquad, the span of body types show the apparent appeal of the line. “What I like about Good American jeans is that they fit,” Jazzmine Carthon said in an intro video. “They make me feel sexy.” The #GoodSquad is also used for the project imagery, showcasing how each pair of jeans look on different body types. Customers will presumably be able to identify which body is most akin to theirs and visualize themselves in the jeans in that way.
“We believe everybody deserves to be shown off,” Grede writes on the brand’s about page. “Fashion should be made to fit women, not the other way around. Body ideals really have shifted in the last few years.”
And who better than Khloé Kardashian to fix them? If it works, then why not?
