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Khloe Kardashian Reveals Plans for a Curvy Denim Line

From new denim constructions, weights and washes to the steps global mills are taking to reduce impact, Rivet's SS23 In Season Look Book: Denim & Trims has everything you need to know for a successful denim season.

If the denim industry needed a clear sign that jeans aren’t disappearing anytime soon, a Kardashian starting a denim line might just be it.

Khloe Kardashian quietly announced the launch of her brand, The GA Project, with an Instagram post in which she called for women to audition for the campaign and the chance to become a brand ambassador.

There isn’t much further information available at this point, but the casting site gives some background information on the mission behind the collection. The site reads, “The shape we lust for has curves, not the straight body of the fashion establishment. Some call it a new silhouette, we just think of it as embracing the body you were given.”

Despite the ridicule the Kardashian’s have received for the family’s many product endorsements, there is something significant about this move, following the rising dialogue surrounding plus-size fashion.

Though Khloe Kardashian is not the first celebrity to start a denim line, up to this point most of the lines have been launched by and geared toward women with the typical fashion frame: Alexa Chung for AG Jeans, Twenty8Twelve by Sienna Miller and Victoria Beckham by Victoria Beckham.

The last celebrity jeans brand that catered to curvy women was possibly Apple Bottoms, launched by rap artist Nelly in 2003. Interestingly enough, the launch of Apple Bottoms was also accompanied by a casting: “The Apple Bottom Girl,” a reality contest hosted by VH1. It seems that there is demand for both denim in new shapes and rising talent to accompany it.