Good American is making friends.
The Los Angeles-based size inclusive brand, founded by Khloe Kardashian and Emme Grede in 2016, will be available in H&M’s Swedish and German e-commerce stores beginning this month.
The partnership is part of “H&M with Friends,” the Swedish fast-fashion giant’s initiative to enhance its own assortment with the signature styles of “external brands.” The company said it carefully selects “friends who not only meet our brand values but who also complement our offer and inspire and encourage customers to experiment.”
“H&M with Friends is an exciting concept that allows us to expand the H&M world. By inviting other brands into the H&M space, we can offer our customers an inspiring experience,” said Sylwia Wennberg, H&M business area manager new development.
With Good American, H&M is touting messages of body-positive fashion and diversity. The collection spans “responsible denim” in Good American’s inclusive size range from 00-32-plus. Styles span skinny, flare and ’90s jean fits as well as non-denim pieces like a strapless black scuba bodysuit, a spaghetti strap dress in faux leather, corset tops and coordinating metallic vests and trousers.
“We are very proud of our partnership with Good American since the brand shares our ethos of diversity and truly empowers women to feel their best,” Wennberg added.
While the collaboration with H&M gives consumers in Swedish and German markets wider access to the brand, it isn’t Good American’s first rodeo in the fast-fashion market.
Though its core wholesale partners include premium department stores from Selfridges and Saks Fifth Avenue to Bloomingdale’s, in April Good American teamed with Inditex’s Zara for a size-inclusive denim and basics capsule collection. The collection was sold in U.S. Zara stores, as well as its e-commerce site for a limited time.
“We’re so excited that Good American is the latest addition to H&M with Friends,” Grede said. “Good American has always been more than just a fashion brand, it’s a platform for inclusivity, diversity and body positivity and H&M’s new multi-brand retail concept really aligns with our brand ethos of empowering all women and encouraging our customers to feel inspired when shopping.”