Last December, when I joined the casting team during the conference call in Los Angeles, along with IMG representatives and current members of Good Squad, I was told to look for more than a pretty face and a love for denim. Khloe and Emma said they wanted to find ambassadors who also made a difference in their respective industries. One woman I met was fighting for "plus size" fashion brands to include sizes over 18, another went to political science to advocate for her parents who are American immigrants. their New York Fashion Week panel this Sunday, I sat down with the founders of Good American, Khloe Kardashian and Emma Grede, to discuss the future of casting models.Teen Vogue: Why are you doing an open cast while brands usually go through an agency?Khloe Kardashian: Well, the first year we did it before we were anything. I posted something on my Instagram. It was very vague, and we never understood the purpose of our action. We simply said, "If you are a woman and you trust in yourself, introduce yourself" and we want all the different shapes and sizes. up who were authentic in their own skin and from all walks of life. They would say, "We went to so many castings and out of everyone, [Good American] has the most positive energy. "It's really just women who give power to other women, me and Emma, we pushed them in. You're not just a good American model, you're an ambassador. We represent but you represent yourself Tell us what you want to do If you want to sing, sing You are going to sing at our launching parties, you are going to sing at our own pace I think this has just started and we do not can not go back since our first casting.TV: A lot of the girls I talked to in the cast said, "I'm not technically anymore, and I'm not thin, I'm a little in the middle, so I'm not represented." So, tell me why you decided to include a size 15, what was the thought behind that?KK: We discovered it by trial and error because we got returns and most of our return rates were between 14 and 16 years old. One of our designers, she started making all of her Good American denim, and Emma said, "Why adaptation?" If she fits a 16, she is not a 14 and she is not 16 years old. So we organized a focus group that we just paid attention to. We are a brand focused on social media. We started with social media, so it would be foolish not to listen to social media. You must listen to your fans, you must listen to your consumers, they are the ones who buy your products. You want them to be loyal customers, so if you listen to them and give them what they ask for, hopefully they'll be lifelong customers.
TV: How was it for both of you to buy jeans personally? Why did you have this personal desire to take into account the size of your campaigns?Emma Grede: It was just a personal need. We are both completely different in the size of our body and yet we have similar struggles and we said to ourselves, "If we do, then there must be tons of other women who feel that." This is a great starting point as we come from one will solve a problem and we want to wear really great clothes.KK: For me, it was also a personal vendetta. When I was heavier, I was abused in the industry, but my sisters were placed on such a pedestal. It was not them, but it was the people around them. When I lost weight, there was this other treatment that I had. I was like, "You are so wrong." I was so disgusted and I will smile and I will be very professional but I see all the cards you have in your hands. I might not be plus size anymore, but I was doing it for the plus size market because I do not appreciate the way I've been treated. I remember that I had been sent to another floor to buy denim because they did not wear my size in one department. Now, I want anyone who wears us, like Nordstrom, to wear our entire size range, not separately.
TV: The rest of the fashion industry has been very slow to change. How do you think it should evolve as a whole?FOR EXAMPLE: What I think above all is the point of view of sustainability. Denim is a notoriously dirty industry, and one of the things that Good American has been working on for the last year is really not just denim in our business. How do you behave as a good corporate citizen because that's what's good american? We reduce water and use a lot less chemicals in the treatment of denim. There are things like packaging, how do we send our packages? I like putting everything in a beautiful box, but it is environmentally friendly. We are now using much greener packaging and we will continue to focus on ways to reduce everyone's environmental footprint. our denim. We are taking a lot of small steps in the right direction.Get the Teen Vogue Take. Sign up for the Teen Vogue weekly email.You want more Teen Vogue? Look at this: Savage X Fenty was all that the Victoria's Fashion Show Secret should be Watch the video.