Co-founded by Khloé Kardashian and Emma Grede, the denim brand sought out to feature real, everyday women in its upcoming campaign, showcasing all shapes, sizes, races and backgrounds. “The Good Squad is a diverse group of women who join us in leading the charge in making real change in the fashion industry. They represent more than a moment — they represent a commitment to diversity, inclusivity, acceptance and empowerment of all women. They represent me, they represent you, they represent us,” Kardashian shares in an exclusive press release.
Castings took place both in major cities, like New York and Los Angeles, as well as zoom castings to open up the process for women across the globe, garnering 40,000 applicants. “Good American was founded on the principles of inclusivity and diversity. The fashion industry has been built on standards of exclusivity, catering only to specific body types, and representing a sometimes unrealistic body ideal — we’re here to change that,” Grede adds.
Hailing from the United Kingdom, Rimshah Asghar, an NHS associate practitioner and model from Manchester, and Tanisha Link, a paralegal and model from London, will be joining the illustrious Good Squad, bringing their many talents to the table as they align with the brand’s ethos of self-love, confidence and female empowerment. To celebrate Asghar and Link’s debut, Khloé Kardashian and Emma Grede will be holding a screening to introduce the soon-to-be iconic duo in Los Angeles, joined by a panel including a selection of talent and industry leaders.
Take a closer look in the gallery above.