For the fourth time, size-inclusive denim brand Good American is searching for its next crop of “real” models—and anyone over the age of 14 is invited to shoot their shot.
From Oct. 13 through Oct. 29, the brand is accepting submissions on its website from women who embody the brand’s values of confidence and female empowerment, no matter their size, background or location.
The open casting call to join the #GoodSquad is an annual initiative that amplifies the Good American values of body positivity and inclusivity upon which co-founders Emma Grede and Khloe Kardashian built the brand in 2016. The initiative was inspired by the lack of plus-size models at the time.
No modeling experience is required to enter, though applicants will need to provide information such as age and height, as well as links to all social media handles and a brief description of why they should be chosen. Semi-finalists will be asked to meet brand representatives in Los Angeles, New York City and the Midwest before the final five are selected to join the 2022 #GoodSquad.
Since its start, Good American’s mission celebrates a vast array of shapes and sizes, offering clothing in sizes 00-32. The brand requires retail partners to carry the assortment in the full size range and display all sizes together rather than in a separate plus-size section. It was also the first to launch an e-commerce sizing tool that features all products shown on all 15 sizes, across 15 different fit models.
Though challenging, the standards were crucial for Grede, who is vocal about the need for women of all sizes to feel sexy, previously telling Rivet “women don’t wake up thinking about the best plus-size jeans they can find; they just want the best jeans, period.”
The denim industry is slowly following suit and adding more extensive sizing to its assortments. According to retail market intelligence platform Edited, 2021 saw an 11 percent increase in the number of new plus-size or curve styles compared to 2019.
In addition to more inclusive products, brands are also infusing diversity in their ad campaigns. In 2019, women’s denim brand NYDJ launched a campaign showing one pair of jeans on 10 different models—all of whom were its own employees.
More recently, Lee tapped a diverse group of influencers ranging from athletes to activists to promote its Lee Originals collection, spotlighting real people including indigenous model and activist Quannah Chasinghorse and Nigerian-American singer-songwriter and visual artist Annahstasia Enuke.