It’s no secret that a revolution in body image has swept the fashion industry within the past few years. Gone are the days of so-called “Heroin chic,” during which the industry normalized unhealthy body standards by almost exclusively employing female models who were dangerously underweight. Late last year, French officials passed a bill banning the use of “excessively thin” models and requiring any photos digitally edited to alter a model’s figure to be labelled “touched-up.” This wave is a global phenomenon, as well; U.S. health officials have called for similar regulations here at home.

 

Amidst this changing landscape, reality star Khloé Kardashian has launched a project that aligns perfectly with the shift, and people are certainly taking notice. Her new company is called Good American, and sells denim that caters to a wide range of body types. Kardashian has experienced her fair share of body image struggles, often talking about how her weight has fluctuated in the past and how fashion did not cater to that reality.

 

(Good American)

(Good American)

Good American offers three popular cuts (a traditional skinny jean, a looser boyfriend cut, and a high-waisted model) in a variety of colors. The real good news, though, is in the variety of sizes that the company produces. Any Good American jean can be purchased in any size from zero to 24, a range that puts most other designer denim manufacturers to shame. Of course, women of all shapes and sizes will want to accurately judge the denim’s fit before purchasing, and Kardashian has that base covered as well. Good American employs models with a wide variety of body types, which not only makes the shopping process easier for customers but also promotes body diversity in modeling and builds upon the work of other labels and designers looking to undermine traditional body standards in modeling.

 

As noted earlier, the body image revolution is already in full swing, but what makes Good American such an important step for the movement is Kardashian’s prominence and status as a celebrity. Love them or hate them, the Kardashian clan is modern American royalty and hold major influence over popular society. Contrasting with Kylie Jenner’s ad campaigns for Puma, which many believe appropriates black culture and repackages it as a trend, Kardashian’s venture seems especially wholesome, positive, and productive. The brand is about embracing difference and inclusivity, and coming from an international superstar that message is very powerful. Good American jeans are currently available at the Good American website and at Nordstrom, but it is likely that more vendors will follow (Kardashian has also expressed a desire to take the brand international). In addition, the brand will offer more than just denim in the future, and there are already plans to expand into tops, including tees and sweatshirts. That is really why Good American is so exciting–not only is it high-profile, but very soon it might extend far beyond jeans and beyond America.

 

What’s your favorite body-positive clothing brand or retailer? Let me know here or on Twitter @BillChangNY