Khloe Kardashian’s GoodAmerican co-founder explains why the size-inclusive brand is a ‘game changer’
Khloe Kardashian may have been the perfect partner for Emma Grede when creating the disruptive and inclusive fashion brand, Good American. But Grede says that it’s the everyday people involved in the company’s mission and marketing that put it on top. Namely, its open casting calls.
The British entrepreneur knew from experience that she wouldn’t be able to find the right people for the campaigns by going through traditional agencies. She explained that during her 18 years in fashion she had discovered that agencies had limited representation of plus size women and often rotated the few curvy models that they had.
As a result, Good American has been able to represent every type of woman that they cater to in their campaigns — something that is surprisingly still rare. Even more innovative, however, the brand also gives women of all sizes the opportunity to see what a specific garment will look like on them with numerous fit models pictured in every single item on their site.
With an expansive range of sizes 00 to 24, doing just that proved to be expensive and time-consuming. But, while other brands don’t want to put in resources to get those things done, according to Grede, she and Kardashian found that the effort was worth it.
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