22 hours ago | By WGSN Insider
Get more Denim insights as a WGSN subscriber
Nov 03, 2016
Whether you are a fan or not of the Kardashian klan/empire, it’s very clear that they dominate the headlines day in and day out, today our case in point is Khloe’s recent denim line catering to curvy women.
all shapes and sizes, the models at the Good American jean launch.
In October 2016 Khloe (one of the most outspoken and uncensored Kardashian) and her business partner Emma Grede launched her very first denim jeans line named ‘Good American’. Khloe had a clear vision of what and who this line would be targeted towards, a variety of curvy women.
I know what you are thinking, fragrances, beauty products, clothing lines, hair-care lines, baby clothes, jewellery lines, what have the Kardashian’s not tapped into? With millions of followers worldwide on social media and a very famous reality tv show, it is almost inevitable to not keep up with the Kardashians. But this line is a more significant retail launch, because it puts the focus on fashion’s role in catering for the curvy/plus size market, which as I’ve written about before on this blog, is a tricky relationship.
“Doing something I feel we really need. There’s a gap in the market for that. That’s something I’m truly passionate about. For me, the biggest thing was the range in sizes. That’s something to really fight for and it’s something we were both really adamant about. It came true and we’re about to provide this really fabulous denim line that’s really trendy and cool for a great, diverse range of women.” Khloe Kardashian
For some consumers, it can be hard to buy into celebrity-endorsed products because they feel the authenticity is not 100% there, this is something the Kardashian’s themselves have been topic of conversations around in past years. And whether you like them or not, we cannot ignore the fact that when one of the Kardashian sisters puts out a denim line catering to curvy women, it speaks volumes in terms of where fashion in going in extended sizes, sizes beyond a size 12. Plus sizes. Good American jeans are offered up to a size 24. This factor alone is key, especially because of the lack of extended sizes not just among denim brands but fashion apparel in general.
“There’s been a shift in pop culture in what we find beautiful. Khloe, for me, was somebody who really epitomized that. She’s somebody who, regardless of size, you feel this confidence in her.” Emma Grede-Khloe’s business partner
Not everyone has a body shaped like Khloe’s. Curvy women are different sizes and shapes which makes it even more difficult when dealing with special fabric such as denim in the design room. Designing comfortable denim jeans for plus market is challenging, and some brands are still struggling to getting it right. Since the launch, the reviews have poured in from various women who tried on the jeans making very valid points, both positive and negative.
stylish jeans for everyone, fashion bloggers wearing Good American Jeans @theroxyreyes @lovelyinla @nikki.coniglio
Editor’s final verdict: Whether you are a fan of hers or not, Khloe’s move is important to all curvy women and the plus-size community. While the jeans themselves have room for improvement, they are super comfortable and it’s easy to play with different looks from casual daytime to dressing them up for a night out on the town. Her campaign is beautifully executed with women of all shapes and sizes. The plus-size industry has come a long way, and there is still room for improvement no doubt. As a consumer and an active plus-size advocate, I personally hope Khloe’s move triggers established designers and emerging brands to pay close attention to the evolving plus size market, create fashionable plus-size clothing or simply extended sizes in their collections!
Follow Lourdes on Instagram here
DENIM HEAD? Our team of experts are at every trade show, determine tomorrow’s trends and know which looks are going to have a huge impact on your business. Sound good? Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.