Khloe Kardashian wants to start a social revolution with her new denim brand Good American.
The reality TV star has teamed up with Emma Grede on her latest fashion venture, after Emma approached Khloe’s mum Kris Jenner about making jeans for women of all shapes and sizes to feel empowered in.
Kris suggested Khloe was the girl for the job, and on Tuesday (18Oct16) the initial line was unveiled, boasting sizes from a U.S. 0 to 24.
To give their social movement an added edge, Khloe and British businesswoman Emma put on an open casting call, finally settling on models with differing body shapes and attitudes.
“(They weren’t just chosen based on their looks), but what they stand for,” Khloe told The Hollywood Reporter.
“We kind of cyber-stalked them. It’s really easy to give you a picture of them. It’s like a fake resume. I wanted to know, ‘Are you really being truthful about what you stand for?”
Twenty two models were eventually chosen to front the brand, including Khloe’s best friend Malika Haqq and her half-sister Kylie Jenner’s pal Jordyn Woods.
“It was about having a unique group of women we feel really epitomize everything that we’re trying to say with this brand,” Emma smiled. “We wanted diversity in race and ethnicity, in the size of their backside - the whole spectrum was important to us - but mostly we asked, ‘What is the vibe of these individuals?’"
Fans are already going crazy for Good American, named because the two women think their company should behave that way, but there are no plans to roll out anything more than denim right now.
And as for their place in fashion, Khloe is confident her new project has what it takes to last.
"We want longevity," she shared. “This is something you have to nurture, and you have to crawl before you walk. There’s no rush for any of this because we want to be here for years to come."