The Unique Way Khloé Kardashian Is Making Fashion More Inclusive Has Us All Like, "Hell Yes!"
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Khloé Kardashian is hosting an open casting call to find Good American's next campaign model, because as an advocate for inclusivity, Khloé's here to "walk the walk." The reality star turned designer and businesswoman keeps the mission to rep diversity close to her heart and top of mind as she continues to build her brand, rolling out open casting in partnership with IMG Models this week. Of the initiative, Khloé told us:
"Our mission at Good American has been to show a diverse representation of all women in our campaigns and what better way to achieve this than to give our customer the chance to be cast? Our #GoodSquad is a group of real, confident and badass women who celebrate and inspire a commitment to inclusivity, diversity, body positivity and female empowerment. We're looking for someone who embodies those values — no matter their size, background, or geographic location, to join us! This year we have some really great prizes for the winners. We have partnered with IMG Models and in addition to appearing in our next campaign with myself and the Squad, the winner will also receive an in-person meeting with top scouts from IMG Models. For people that aren't aspiring models, we're also offering the chance to apply for a week long mentorship with Good American executives." How cool is that?
In an industry that's more often baby-stepping than striding toward diversity, Khloé's efforts may be more of the push we need — especially when you consider the celebrity clout and fandom she brings with her.
Read on to get Khloé's thoughts on how Good American is furthering its efforts toward diversity, how you can join the #GoodSquad, and her takeaways on everything from the jeans she's loving right now to the brand moments she'll remember forever.
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POPSUGAR: Good American campaigns always feature inspiring women of all different sizes. What does your brand look for when it comes to recruiting women for the #GoodSquad?
Khloé Kardashian: We're always looking for women that are confident, stand up for their beliefs, and embrace their beauty from within. We're so excited to find new amazing women to add to our #GoodSquad family.
I love using Instagram to find and engage with people that love and wear Good American. That's how some of our conversations with current Squad members have started!
PS: What has been the most memorable response you've had to Good American? Or a moment where you thought, "OK, we're doing what we set out here to do"?
KK: What's special about the brand is that we really listen to and value our customer feedback.
I really feel like we're achieving our goals when we solve problems for customers that shouldn't be problems in the first place. In September, we launched a completely new size: size 15. The development of this size came from customer feedback and the high return rate we saw in sizes 14 and 16. Through customer data, we observed that the return rates for these sizes were 50 percent higher than the return rates for other sizes. We found that a lot of customers were too big for a 14 but too small for a 16. We're proud that women can now shop size 15.
A few other moments this year have really hit home for me, especially Good Mama, given my pregnancy and the launch of activewear, which ties into my passion for fitness. We did an event at the Times Square location of SIX:02 to launch Performance, and the energy there was insane! Seeing people lined up outside the store really touched me.
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PS: Who/what is inspiring you in the fashion industry right now? Who are the women you look to for support, strength, and inclusivity?
KK: I'm inspired by strong women! From my family to the range of badass women I've met through Good American, I'm always impressed by how much women can do.
PS: What's the denim fit/style you are loving right now? How would you style it for this year and beyond into 2019?
KK: I'm obsessed with the fit of our Good Curve style. It's our highest-rise jean yet and gives you the vintage-inspired look but with stretch that Good American is known for. The best part about denim is there are so many different ways to style it, depending on the occasion — I love to pair denim with a bodysuit, tucked-in tank, or even denim on denim.
PS: What's surprised you the most about having a size-inclusive brand?
KK: Hearing all of the responses from our customers, and that our message of inclusivity and empowerment resonates with so many women. We've learned that all women want to be included in the fashion conversation, and we've seen that the industry can change, slowly but surely, and we're excited to be leading the way.
PS: What message or advice would you share with women struggling to find women and brands that look like them and speak to them in the fashion industry?
KK: While the fashion industry is notorious for being exclusive, my advice is to look for those brands that are changing the game. Good American isn't just about fashion; it's about doing something that empowers other women, something that breaks down barriers. Look for brands that not only talk the talk but walk the walk.