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.”
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.