GOOD AMERICAN Women's

Good American is the lovechild of socialite Khloé Kardashian and London-born designer Emma Grede. Founded in 2016, the label's denim launch broke the record for the biggest sales in fashion history. Designed in (you guessed it) the US, its ethos is centred around empowering all women, with body positivity at its core.

When Grede pitched her big idea to the Kardashian sister, her aim was to promote healthy body ideals. In keeping with this, Good American clothing is available in an impressive range of sizes, as the LA brand continues to challenge the industry's limited sizing and non-inclusive beauty standards. Different figures and shapes are catered for through an emphasis on comfortable fits – think sculpting denim, curve-flattering jumpsuits and wide-leg trousers.

Good American offers an array of year-round attire including structured blazers, updated leisurewear, pared-back basics and functional outerwear. A running theme across the collection is the fusion of comfort and practicality – expect designs in flexible faux leather and soft cotton jersey. Among key foundation pieces, you'll discover a medley of prints to revamp both your daytime and evening looks. As for Good American jeans, the brand's influential original styles are right there alongside hit newcomers inspired by 90s nostalgia. Dive in and explore the size-diverse fashion in our collection.

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