The KUWTK star has launched a new range of jeans, designed with every body shape in mind...
Whatever your body shape, shopping for jeans is always cause for a headache.
Trying to find the fashion holy grail that is a pair of flattering, good-fitting jeans is a quest like no other. And, much like a good boyfriend, once you find a good one, you stick with it.
Khloé Kardashian wants to put a stop to that source of style stress, so she’s added ‘denim designer’ to her résumé, with the launch of her new collection Good American.
The range of jeans hopes to nod to the body-positive movement that’s been trending across social media of late, encompassing sizes from 0 to 24.
What’s more, these denim styles feature a ‘contour waistband’ (which one co-founder explains ‘acts like a self-belt and it means that you never have that gap at the back if you have a smaller waist and a bigger backside’) and ‘curved stitching’ to really emphasise and flatter your figure.
Of course, Khloé has become known for her Kardashian-family curves, so we’re sure that her range will have incorporated this wisdom.
We mean, Koko sure can rock some denim.
But there’s one thing that the Keeping Up With The Kardashians star doesn’t want her range to be linked to, and that’s the term ‘plus-size’.
She told Harper’s Bazaar: ‘We don’t consider this a plus-sized line – we consider this a line for the everyday woman.’
The 32-year-old continued, ‘We believe in embracing a woman’s curves and I feel like now so many people are breaking down these barriers…’
Khloé Kardashian co-founded the brand with Emma Grede, and the pair are hoping to spread an empowering message: ‘I’m very proud of the message Emma and I are trying to get out into the world and we really hope that it transcends into making women feel empowered in their own skin and knowing that there’s a line that’s going to give you all these trends, you can still be fashion-forward and have everything that the “normal” girls have—and I hate to say that—without having to sacrifice anything else.’
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This message also translates to the campaign, as Good American have used fans instead of models.
Emma explained, ‘We’ve got this incredible campaign with all these different women from different backgrounds, shapes, sizes, colours; it was really empowering to do that right at the start of this brand.’
We don’t know about you, but we’re heading to Good American ASAP.