I came across Good American whilst watching a new episode of KUWTK and was surprised at how positive this new denim brand is, founded by Khloe Kardashian and Emma Greedy, and felt it was important add this into my magazine to showcase how some parts of the industry are trying to push positivity and diversity opposed to streamlining ‘stereotypical model looks’. The campaign features ‘real’ women sourced through a social media campaign for models and features a range of ethnicities, body shapes and sizes. Khloe Kardashian also features for marketing purposes. Good American produce and sell jeans from size 00-24, with the US average being a size 16.
The only criticism I have is that the images are very ‘porn chic’ and project a glamourous and almost self-objectified image of women, which some could interpret that this is how women should be, especially those buying into the brand, alluding to the dea that if one wears such brand or garments, could also look like this to, opposed to their argument of ‘denim for all’ regardless of body type, size or ethnicity.
About Good American:
“GOOD AMERICAN is a denim focused fashion brand designed for a curvier, sexier and stronger shape.
The pivotal brand originated from a conversation between Khloe Kardashian and Emma Grede about what it means to be a woman today. “We believe everybody deserves to be shown off. Fashion should be made to fit women, not the other way around. Body ideals really have shifted in the last few years”, says Emma.
“Emma and I both agreed there was something missing from the denim community,” says Khloe. “Whenever we bought new jeans, it was hard for us to find a pair that fit our body types, and even when we did they’d always need alterations. We knew if we both had this problem, there must be tons of girls who did too. So we set out to make a denim line that’s sexy and flattering, and made to fit you – not the other way round.”
It takes one hundred hands to make one pair of Good American jeans.”
Below shows a message which was emailed to Good American Press Enquiries team in LA in order to see if it is possible to arrange an interview/phone call or collect some statements about the brand and their positive influence on the fashion Industry. I wanted to contact them directly to see if primary research could be obtained, opposed to using secondary research for the article I plan on writing.
Hi there, I hope that you are well.
I am currently finishing my MA studies in Fashion Communication at Leeds College of Art in the UKA, and I am producing a magazine regarding current positive influenced in the Fashion Industry.
I love the Good American story, and feel that is such a positive step for the industry and would love to speak with someone to get some statements or a possible interview so I can showcase this in my magazine. I would really be able to love to share with the UK the positivity of diversity and the brand message of Good American.
Would it be possible at all to speak with a spokesperson or have a contact email/phone number for someone who may be able to help with my press enquiry?
Many thanks and I look forward to hearing from you soon,
Update 15th May 2017: No reply has been given from Good American regarding a statement or interview.
This is working towards objective:
1. To understand the ways in which Social Media and Magazines can affect self-perceptions and issues:
A) With body image (Females, 18-24)
2. To understand policies and guidelines within the Fashion and Beauty Industries currently encouraging positive body image.
3. To work with and interview those both actively working in the Fashion and Beauty Industries, and those on a consumer/follower/user basis, to compare behaviours and perspectives in relation to body image and self-perceptions.
4. To prototype a range of design work targeted at 18-24 year old women, highlighting impacts of cross-cultural beauty/fashion trends on self-perceptions and body image.