How Good American Became A Go-To Brand For Plus-Size Denim
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Loading... - Michael Fischer
- 28 Oct 2022
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Over the course of the past week, women have taken to social media to share their stories of strength, perseverance, and identity, from being fat-shamed throughout their youth to navigating and escaping toxic relationships, all in hopes of becoming members of the Good American #GoodSquad as part of its fifth annual Open Casting.
A central part of the fashion brand — founded by Emma Grede and Khloé Kardashian in 2016 — since its start, the annual casting call allows shoppers across the size spectrum — with or without prior modeling experience — to apply to model for Good American. Winners go on to not only be featured in the brand’s spring campaign but receive modeling training courses through Natural Models, with the opportunity to get signed on.
By leading the way in making models of various shapes and sizes central to its imagery, the brand has attracted a loyal customer base.
“In this industry, curve-washing and tokenization have become the norm,” says fashion influencer and editor Bella Gerard. “To me, Good American's body representation feels genuine. Their campaigns feel inclusive, and I think that's why shoppers like myself are so happy to sing the brand's praises.”
“The Open Casting is probably the thing that I get DMs or stopped in the street about the most because people get to see a version of themselves [represented],” says Grede, who recently made Entrepreneur's 100 Women of Influence list.
According to her, in the beginning, Good American “had no choice but to do Open Casting,” given the lack of visible plus-size models. While back then, curve models were slowly being integrated into top agencies like IMG, representation was scarce, especially in e-commerce. Clothing was often showcased on straight-size models, even when plus-size offerings were available, as many failed to recognize the importance of including multiple body types. Read More…
