Khloe Kardashian’s new denim line Good American launched this week, with the goal of starting a “body-positive denim revolution”.
The new line has created quite a buzz, beginning a few weeks ago with teasers seen on social media courtesy of Kardashian herself. She and her family know the power of social media and how to effectively use it to promote their brand.
While it is always exciting when a non-plus celebrity or designer offers their clothing in plus sizes, it is also met with skepticism since plus size women have been disappointed before by brands falling short when it comes to marketing and selling to them.
The new denim line consists of jeans in three different styles:
- “Good Legs”- a skinny style
- “Good Cuts” – a boyfriend style
- “Good Waist” – a high-waisted silhouette
The jeans are being sold exclusively on the Good American website and at select Nordstrom stores.
The GOOD in Good American
Body diversity: Kardashian is making a conscious effort to show different body types in her campaign. She enlisted some familiar plus size industry influencers such as bloggers Gabi Gregg and Nadia Aboulhosn (who are both also petite, another underserved market in clothing) and sister Kylie’s BFF Jordyn Woods, an up and coming plus size model. There’s plenty of curvy bodies represented in the campaign, which is a great thing.
Sizing: The line will be available in sizes 0 to 24. With some junior brands stopping at a size 20 or offering a smaller fit, this denim line is available to a more broad demographic. Thinner, straight size ladies can wear the same jeans as their plus, curvier sisters. It drives the message that we can all shop together and no one feels ignored or left out.
At the brand’s launch, she spoke of her own experiences of being body shamed and not being able to find her size:
“I think what was so crucial to [my partner Emma Grede] and I is creating a designer denim that was still trendy and cool and edgy, that [came in] a variety of sizes that for some reason, the market feels like they don’t need to produce, which is really unfair. I used to be a girl that would walk into a boutique and they didn’t have my size, and I was really body shamed into being too overweight… So I’m fighting for all the real girls and all the girls with hips and curves.”
She told Fortune recently in an interview:
“Most designer brands didn’t carry my size. Buying denim was high anxiety.”
All sizes will be placed together in stores instead of separating smaller sizes from plus-sizes in different sections.
#SquadGoals: Kardashian made a smart decision with the hashtag #goodsquad supporting the brand. It not only promotes a group mentality but it includes everyone. Wear a pair of her jeans and be a part of her squad. With different bodies and sizes representing her “squad”, she’s basically telling customers that she doesn’t discriminate when it comes to who joins her squad.
She said onstage at the brand’s launch about the girls she chose to be the faces of her brand, her #goodsquad:
“These are all girls that are incredibly strong with who they are, and they’re all women that are doing such successful things within their own right. We’re all so proud to have them as part of our Good American team!”
Fit: Reviews have been mostly positive. Kardashian boasts that her jeans retain shape, features a contoured waistband to keep the jeans from gapping out in the back, and are comfortable but curve-loving.
Alex Apatoff, People Magazine Deputy Style Director said:
“They’re stretchy, y’all. The stretch meant they were as comfortable as leggings, hugged my butt and didn’t give any unwanted muffin top, which was a plus. But the extreme distressed style of mine put me off – I felt like so much distressing on a stretch jean looked a little inexpensive, and inexpensive these jeans are not. I have to give her props for the “komfort factor” but I don’t know if I’ll be buying these!”
The BAD in Good American
Body diversity: While Kardashian does offer some body diversity in her campaign, where are the size 24 girls? Where are the tall visibly plus girls? The apple shaped girls? If you’re going for body diversity, let’s push the envelope and really make an impact. Especially if she is wanting to inspire and empower ALL women with her denim line.
Sizing: About that word ALL… Kardashian has repeatedly said that Good American is for women everywhere of ALL shapes and sizes. Really? If you are trying to market to ALL women, the size range does not end at a size 24. What about those women above a size 24? They wear denim, too.
Kardashian’s Good American business partner Emma Grede said on the website:
“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.”
Hmmm….everyone means everyone, even women above a size 24.
Pricing: Prices range from $159 to $215 and many are not happy about the high price points. They have taken to social media to voice their frustrations.
Yahoo! Style states in their article about Good American’s prices:
On Nordstrom.com, Good American is one of the most expensive plus-size denim companies in stock. In fact, it’s the only one that offers styles above $200. Other brands offering plus-size denim styles that fall just below Good American prices include Mynt 1792, Eileen Fisher, and James Jeans. Brands like City Chic, Caslon, Melissa McCarthy Seven7, and SLINK jeans are much more affordable, offering multiple styles under $100.
Kardashian describes her customer as the everyday woman but the everyday woman is not always someone who can afford high price points for a pair of jeans or views a pair of jeans as an investment piece or luxury item.
Overall message: While we applaud Kardashian for what she is attempting to do with Good American, the message she is sending is mixed. The line is not accessible fashion unless you can afford to pay $200 for a pair of jeans and you are between the sizes of 0 and 24. She does seem to want to empower and inspire women but perhaps she needs to look into launching a more affordable denim line and expanding her sizes to a 32.
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