
Since Khloé Kardashian co-founded Good American, the brand has been true to its tagline: "Representing Body Acceptance."
Inspired (and incensed) by her horrible experiences shopping in department stores when she was, in her words, "much larger," Kardashian implemented a bunch of different policies for her brand to be as inclusive as it could be.
Every item comes in sizes 00 to 28, and they only sell their clothing to stores who agree to carry the full range and display it all in one place, without distinctions for "petite" and "plus" sizing.
They also make sure to choose models with all sorts of different body types, to make sure they're representing real women in all their glory.
But there's another reason why this body inclusivity was so important to the TV star: her daughter True Thompson's wellbeing.
A post shared by Khloé Kardashian (@khloekardashian) (opens in new tab)
A photo posted by on
"There’s not a cookie cutter-shaped woman out there, so there shouldn’t be cookie cutter-shaped models, in my opinion," Kardashian recently told ELLE. "I think everyone needs to feel represented. Now that I’m a mom and have a daughter, I want her to see every version of herself, her friends, and her cousins—I want everyone to feel validated, I guess."
Honestly, yes please, thank you.
The Good American founder further explained what her commitment to diversity looks like, and it sounds like she often has to sacrifice the bottom line in order to stick to it.
"We don’t sell to retail stores unless they’re going to carry the full size range," she reiterated.
"That does financially hinder us a lot because not every department store has the budget to do that; I get having a buying budget, and I respect that, but we want everyone who buys Good American to feel included, respected, and seen.
"Even on our website—which takes a lot more time and money—but on our website, we showcase every item on three different body types.
"That means three different models that we’re paying for the day, and we have to do longer shoot times...there’s a lot more work and more editing, but it’s about the consumer."
Go Khloé!
Iris Goldsztajn is a London-based journalist, editor and author. She is the morning editor at Marie Claire, and her work has appeared in the likes of InStyle, Cosmopolitan, Bustle and Shape. Iris writes about everything from celebrity news and relationship advice to the pitfalls of diet culture and the joys of exercise. She has many opinions on Harry Styles, and can typically be found eating her body weight in cheap chocolate.
-
James Middleton Reveals That Sister Kate Went to Therapy with Him
The third Middleton child, Pippa, also attended therapy to support her brother.
By Rachel Burchfield
-
Prince George, Princess Charlotte, and Prince Louis Are Banned from Doing This at Home
It’s a non-negotiable in the Wales’ house.
By Rachel Burchfield
-
Princess Diana’s Personal Letters to Friends During Her Divorce Are Being Auctioned for Charity
The 32-letter collection is both “astonishing” and “confidential.”
By Rachel Burchfield
-
Kim Kardashian Cropped Jennifer Lopez Out of a Selfie With Oprah, But It's Not What You Think
There's no beef there.
By Iris Goldsztajn
-
North and Saint West Just Landed Their First Movie Roles in the 'Paw Patrol' Series
OMG, so cute.
By Iris Goldsztajn
-
Here's How to Pronounce Kylie Jenner's Son Aire's Newly Revealed Name
Don't overthink it.
By Iris Goldsztajn
-
Kylie Jenner Savagely Shut Down Kim Kardashian After She Asked Her to Tag SKIMS in Her Instagram
Celeb sibling drama definitely hits different.
By Iris Goldsztajn
-
See the Kardashian Sisters Dressed Up as Kris Jenner for Her Birthday
Halloween isn't over in Calabasas.
By Iris Goldsztajn
-
Kourtney Kardashian Admitted to Feeling Mom Guilt When She Leaves Her Kids to Travel
She tries not to leave for too long.
By Iris Goldsztajn
-
Kendall Jenner Went as a Slice of Cucumber for Halloween, Referencing Her 'Kardashians' Kitchen Struggles
This is the best thing that's ever happened.
By Iris Goldsztajn
-
Kourtney Kardashian Says She "Blacked Out" During Her Vegas Wedding to Travis Barker
The story is pretty funny, NGL.
By Iris Goldsztajn