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Khloe Kardashian talks about her new clothing line

Good American is designed to expand the body positive experience

5:15 PMSay what you want about the Kardashians, when it comes to reframing what America finds acceptable, they excel. Now, Khloe Kardashian has teamed up with Emma Grede to create a new denim collection called Good American, set to be featured in Nordstrom. The two talked with the department store’s fashion blog about why it needs to exist. We need not go on about the perils of what are essentially white, Western standards and ideals of beauty that some have accused the Kardashians themselves of disrupting by stealing from black culture.

That aside, what’s clear is how social media has democratized what people decided to take seriously when it comes to the concept of what looks good. So, while it feels like every rapper who’s ever set foot in Los Angeles now has a clothing line, when it comes to women, there are still obvious holes in the market, never mind our understanding and appreciation for what we call pretty.

“We started Good American because we want women’s shopping experiences to embrace the new body ideal,” Grede said. “It’s just crazy that we still have plus sizes and are splitting up friends who go shopping together into different departments based on their size.”

Five years ago, the term “Twitter/Instagram Model” was basically considered an insult for someone who was never going to make it in the mainstream fashion industry. But, overall, it’s clear that’s sort of the whole point here. Those spaces weren’t designed for certain people, but that doesn’t mean those people don’t deserve to be seen.

Reviews are a tad mixed, but we also happen to love the name of the brand. The clothes will cost you, though.