GOOD AMERICAN, the fashion line created by Khloé Kardashian and Emma Grede, has launched exclusively in Selfridges both in-store and online. When you take into account the fact that when it debuted in the US last October, it sold $1 million worth of denim on its first day of trading, you know that there must be something pretty special about these jeans.
So here's the thing. Ms Kardashian has created a denim brand that's not just focussed on a one-size-fits-all body shape. These are jeans that promise to look great on absolutely everyone. In their words it's made for 'the curves of popular culture,' and 'designed for a curvier, sexier and stronger shape; rather than the straight body of the traditional fashion establishment.'
The concept behind the brand is pretty straight forward. There are five jeans styles alongside skirts and shorts and all are available in sizes 00 to 24. On the website each style is shown on three different sized women meaning you can see what they actually look like on different body shapes.
Selfridges are stocking the full size range, a first for the luxury department store. “I’m so happy Selfridges have chosen to take the entire size range, in the future an inclusive size range won’t be a discussion but right now it takes a brave partner inthe luxury space to support us fully.” says Emma. "Selfridges is committed to finding the best denim solutions and GOOD AMERICAN addresses our customers need for wider availability of sizes in the denim industry. These jeans make women feel comfortable and confident in their own skin.” adds Heather Gramston, Selfridges’ Womenswear Buying Manager.
Starting from £120, the brand is produced in LA with a focus on contouring shapes and ending the dreaded back gap. Celebrity fans spotted wearing it include Gigi Hadid, Giovanna Battaglia, Chrissy Teigen and Ashley Graham and of course Kardashian sisters Kylie and Kourtney - again highlighting the range of different body shapes it caters for.
“This is only the beginning," says Khloé. "What’s really encouraging is the customer response. When people try
the jeans they fall in Love. The reviews speak for themselves and that’s something I am really proud of. We’ve
created a product that works on a girl who’s size 00 and looks equally great in a size 24.”