Has The Designer Denim Brand Selling Sizes 0 - 24 Outsmarted The Fashion Industry?

Like ’em or loathe ’em, the Kardashian clan have an uncanny ability to hone in on the wants of the people like no other. First came Kim’s sellout line of emojis, then Kylie’s make-up range (with Kendall’s sublime modelling career dancing in between) and now Khloe has launched her own denim brand Good American, offering a concise range of styles in sizes 0 – 24.
Embracing the ‘real’ size of the consumer is a fantastically smart move by Khloe – a fact emphasised by a clean sell-out on much of the stock, and $1 million worth of revenue on its first day in business. For while 2016 may have been the year that fashion embraced ‘realness’ on a superficial level, few brands have thought to cater for the real woman in any meaningful way.

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To re-wind, 67% of American woman wears a size 14 plus, which means that basically zero percent of brands used by magazines and blogs can be worn by the majority of their readers. In the UK, one in four women are said to wear a size 18 or over. That fashion favours bones over breadth is hardly new, but the recent development towards a more honest representation of women within these narrow confines has further infuriated fashion’s detractors – and loyal fans. It’s an issue that major brands don’t seem particularly interested in addressing – perhaps because statistically, the higher the BMI the lower the disposable income, though perhaps one shouldn’t be so cynical – and new brands who launch with a ‘body-positive’ image don’t necessarily have the financial capabilities to cover that range of production. Heist tights is a clear example: the intent is there, the size-range is not. Historically, brands that offer plus-size are confined to the sartorial dustbin or shoved into a niche, plus-size category.

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Good Americanoriginated from a conversation between Khloe Kardashian and Emma Grede about what it means to be a woman today. “We believe everybody deserves to be shown off. Fashion should be made to fit women, not the other way around. Body ideals really have shifted in the last few years,” says co-founder Emma Grede. Indeed, it seems the duo have rightly spotted a gap in the market, and not only is it going to break the internet, but it might just break the whole industry cycle too.

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