Good American’s latest “Find the One” campaign was rejected by television networks that considered the spot too racy for TV.
The commercial depicts Khloe Kardashian clad in nothing but a pair of jeans, with the Good American co-owner and multi-hyphenate celebrity addressing the camera with phrases like “there’s no space between us” and “I feel sexy.”
Though networks declined to air the original video, stating that “all parties should be properly clothed,” the campaign launched on Sept. 28 with dedicated posts on the brand’s social media accounts. Imagery includes Kourtney Kardashian and model Leslie Sidora showcasing the brand’s best-selling jeans, like the Good Classic and Good Legs. Khloe posted the campaign video on her personal Instagram page as well.
The brand stands by its storytelling, telling Rivet that “if wearing a great pair of denim is wrong, then Good American doesn’t want to be right.”
Good American’s “Find the One” advertisement would have been the brand’s first TV campaign. The company, however, is making the most of the controversy by posting TMZ news stories about the ban on social media.
Now in its fifth year—and celebrating the milestone this month—Good American has built a foundation on helping women of all sizes feel sexy in its signature body-hugging styles. It was one of the first to champion inclusive sizing in 2016, offering sizes 00-32, and has since expanded into the footwear and swimwear categories following the same ethos.
Using sex to sell jeans is nothing new—in fact, denim is often the sartorial symbol of rebellion. Sexy, envelope-pushing denim stretches as far back as the 1950s when Marilyn Monroe became one of the first women to wear jeans on the silver screen as Kay Weston in the 1954 film “River of No Return.” Since then, brands such as Calvin Klein, Guess and Jordache have famously promoted denim’s sex appeal in racy advertisements that received similar pushback over the years.
Kardashian and her family empire of lifestyle brands are familiar with products and advertisements deemed controversial by others. Owned by sister Kim Kardashian, shapewear brand Skims is notorious for using racy ads to promote its products. Just last month, the brand’s social media campaign hit viral status for showing a scantily clad Megan Fox and Kourtney in a range of jaw-dropping poses. The duo was photographed sharing fruit while wearing the brand’s latest collection of lingerie.