It’s tough to keep up with the Kardashians‘ ever-emerging product lines, but the latest drop from Khloe K.’s Good American label is well timed for summer.
The brand, which began with an assortment of size-inclusive denim and basics, launched a new line of beach-ready bikinis and one-piece suits. Designed for women of varying shapes and sizes, the styles incorporate elements of support and adjustability.
Several styles feature a “tummy-tuck” feature that helps smooth and create a flattering fit, while others employ double drawstrings and wider straps to ensure coverage. Belted styles draw in waistlines, while multiple points of adjustability on both tops and bottoms add to the collection’s customizable nature.
Available in sizes 0-8, or XS-5XL, the swim line features bold animal prints, along with flattering neutrals like black and deep olive. Suits, cover-ups and belts range from $29-$139.
“At Good American, we always lead with fit first,”said co-founding CEO Emma Grede. “We want our customers to know that just like our denim or performance, when they come to Good American for anything, they’ll find the best fit, period.”
The swim collection has been in the works for two years, she added. The brand’s designers strove to create a collection for “many shapes and sizes.” On the landing page, shoppers can choose to view the collection on three differently sized models to better gauge their ideal size and fit.
“Over the past two years while designing swim, we knew we needed to create a collection for women of many shapes and sizes that supports their assets and also makes them look and feel good,” she said. “In order to accomplish this, we focused on fabric and the cut for flattering yet full coverage,” along with waist-cinching belts, adjustable straps, and shaping bottoms.
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“We paid attention to even the smallest details to give women that extra support,” Grede added, “to make them feel confident, empowered and sexy.”
Mindd
Meanwhile, Los Angeles-based DTC bra startup Mindd, which launched in February, is debuting a new line of ultra-supportive intimates to support wearers through the hot summer months.
Founder Helena Kaylin—who spent more than 20 years in leadership roles at performance and intimates stalwarts like Victoria’s Secret, Calvin Klein and Lululemon—specifically sought to service the D+ consumer, whom she believes has been underserved by the current retail market.
“Mindd is and always will be committed to creating products based on the ongoing, direct feedback we receive,” Kaylin said in a statement this week. “We’re consistently told that women feel there are few underwear options on the market that allow them to feel legitimately supported, but still feel sexy and stylish at the same time.”
Dubbed MinddLuxe, the new range of performance underwear features fully bonded and elastic-free constructions for women across inclusive sizes. Inspired by the trend toward higher-waisted and seamless silhouettes—like those often found in shapewear—MinddLuxe seeks to provide a similar sensation of support while remaining much more flexible and lightweight.
The line’s designs, which include a high-rise brief, high-rise thong, and a regular thong, do away with “bulky” components like waistbands, Kaylin said, using a fully-bonded gusset to create a “second-skin” effect.
The line’s primary offering is available in black, though the company plans to launch an additional nude color way in early July. The MindLuxe collection is available in sizes XS–XXL (equivalent to retail sizes 0–16), and each pair retails for $18.
Kaylin touted the brand’s commitment to sustainable production in the creation of the line, eliminating superfluous materials like glues, foams and other non-textiles from the product’s design. She said she hoped the pared-down line would offer wearers “style through simplicity.”
“Especially in today’s often chaotic climate, now more than ever we’re seeking products that give us comfort and confidence, and allow us to focus on more important elements of our lives,” she said. “Your bra and underwear are probably the first thing we put on every day, and we believe that if they’re on your mind, they’re probably not working for you.”