Iconic '90s Girl Group TLC Stars in Good American's New Campaign
“We’re proud to be a part of a campaign that’s about celebrating real women, with real curves.”
Khloe Kardashian and Emma Grede’s inclusive fashion label, Good American, has just joined forces with the Grammy award-winning group TLC for its new CrazySexyGood campaign.
Drawing inspiration from the iconic girl group’s second hit single, ‘Unpretty,’ the campaign centers around female empowerment, self-worth and breaking down industry norms and standards, all things that TLC firmly believes in. Highlighting the brand’s best-selling denim, puffers and Better Than Leather collection, the campaign further demonstrates that ‘sexy’ comes in many forms and no matter what, authenticity is key.
“At Good American, we have always prioritized celebrating and empowering women,” says the brand’s CEO Emma Grede in a press release. “With this campaign, we are thrilled to honor and celebrate the women of TLC. Having paved the way in both music and fashion, as well as acting as trailblazers on social matters, TLC represents the Good American woman in the best possible way, which is why it felt so natural for us to celebrate them with this campaign.”
The campaign, with photography and art direction by KESH, also features a film which sees T-Boz and Chilli discussing the story behind the single, alongside their past struggles of being a woman in the industry and the unattainable beauty standards they’re often held to.
“It’s so important for young women to have role models to look up to. It’s incredible to see a brand like Good American that stands for empowering women and promoting the message that you don’t need to change your body shape, style, or who you are, just to fit into what society considers sexy,” Rozanda ‘Chilli’ Thomas explains.
She adds, “We’re excited to be a part of this campaign because it’s everything we’ve always stood for as a group. We were never the typical ‘girly-girls’ society expected us to be and we were proud to provide a platform that inspired women to embrace their authentic selves. This is the way TLC started and it’s who we are today — unapologetic about who we are, what we wear, and how we feel, and we are proud to share this message alongside Good American.”
“There’s so much pressure placed on women in society, and we’re made to feel as though we aren’t good enough just because we don’t fit into traditional standards of beauty. We’ve always stayed true to who TLC is as a group when it comes to our music, our lyrics, the clothes we wear, and how we present ourselves,” Tionne ‘T-Boz’ Watkins agrees. “We love the way Good American embodies the message of embracing beauty in all forms, and that will always resonate with us. We’re proud to be a part of a campaign that’s about celebrating real women, with real curves, and empowering them to remain true to themselves and feel confident and sexy in their own skin.”
Take a look at the campaign in full above.
In other Good American-related news, check out the application process for the brand’s latest open casting.
