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Khloé Kardashian Is Launching a Body-Positive Denim Brand, Because She Gets the Struggle

On September 21, it had been four months (practically to the day) since Kocktails With Khloé went off the air. In Kardashian business venture years, that’s nearly an eternity. A new Khloé-helmed kollaboration was imminent. So, it came as no surprise when the youngest (fully) Kardashian sister, New York Times bestselling author and fitness aficionado took to Instagram (natch) to announce the launch of her new clothing brand.

Dubbed “Good American” (perhaps a jab at American fashion designers’ tendency to alienate plus-size consumers?), Khloé’s denim-centric line will cater to curvy women who typically have difficulty finding jeans that accommodate their natural gifts. The line will be available in sizes 0 to 24 and offer three silhouettes: Good Legs (skinny), Good Cuts (boyfriend) and Good Waist (high-rise). In addition to jeans, the inaugural collection will feature basics such as bodysuits, tees and sweatshirts — in other words, the kind of tops Khlo likes to pair with her derrière-defining denim.

Good American

A photo posted by Khloé (@khloekardashian) on

Based on the cryptic teasers Khloé has been posting on Instagram and Twitter, Good America’s campaign imagery is going to be beyond good. Much like her sister Kylie, whose inclusive Insta-ads made headlines a few weeks prior, Khloé also promises her fans progressive, body-positive promos.

In May, Khloé issued a casting call for “beautiful, powerful women to star with me in a campaign for my new denim brand,” via Instagram, directing hopefuls to sign up through the brand’s (very minimal) site, which provided the following details: “We’re looking for women to star in our campaign along with Khloé, to become ambassadors of the brand and test the product, helping us create the best possible jeans for our squad.”

“The body revolution is here. There is a new definition of sexy,” read the site. “The shape we lust for has curves, not the straight body of the fashion establishment. Some call it a new silhouette, we just think of it as embracing the body you were given.” In a follow-up interview with KUWTK producer Ryan Seacrest, Khloé spoke of how her lifelong struggle to find jeans that fit her frame inspired her to launch the project. “I want a vast variety of females to rock these jeans,” she affirmed. (Word is the campaign imagery will also be Photoshop-free, though we can hardly believe it.)

On September 1, Khloé posted a behind-the-scenes shot from a recent “shady” photo shoot wearing what we now assume to be her own designs. Based on Khlo’s ensemble, we expect lots of low-cut tops and distressed styles in this first round of Good American goods, which will be available at Nordstrom and starting October 18.

[ via WWD ]