From reality TV to fashion to beauty, the Kardashians are certainly at the fore of shaping cultural and fashion trends. And with launch of Khloe Kardashian’s all-new denim line adds to their pervasive pop-culture influence, it may also have the power to shape the fashion industry itself.
According to Fortune, Kardahsian joined forces with fashion executive Emma Grede to launch Good American, a new jeans line “designed for many women’s body types, especially for those who have a more curvy figure” that will be available through the all-new Good American website and in Nordstrom stores.
Telling ELLE that she wants to ensure that women feel beautiful at any size, Kardashian said:
“It’s important to me, no matter what size I am or weight I am, to feel beautiful. Even at my biggest I was rocking body con dresses and you couldn’t tell me twice. That’s what I think Good American is. It’s about women of individuality and diversity, but also about being comfortable in yourself.”
Thus, the duo set out to create a line of jeans that enhances women’s natural curves and makes denim sizes a little more inclusive. Fortune reports that not only have Kardashian and Grede “spent the past year working on perfecting the fabric and contouring of the jeans so that the stitching is complimentary to all sizes,” they have designed the line in a range of sizes, from zero to 24 — ensuring that all women can find jeans that they love. The best part: Fortune reports that all sizes sold in Nordstrom stores will not be separated based on size, placing smaller sizes away from plus sizes in distinct sections.
What’s more is that each of the styles currently available — which range from a boyfriend-style, to a skinny jean, to a high-waisted pair — are all modeled by women with varying body types, says Fortune. Grede told ELLE that such an approach aims to reflect the spectrum of beauty present in our world.
“We have girls of all different colors, ethnicities, heights, sizes. They have tattoos, shaved heads– everything. Because that’s really now what our world is. It’s not about cookie cutter ‘I’m a blonde with long flowing hair,'” she said.
Available for purchase through the new Good American site, as well as at Nordstrom, Fortune says the denim retails between $139 and $189. To shop the new line, click here.