Clothing brands H&M and Good American join forces in partnership
In an exciting development, Good American, the external brand founded by Khloe Kardashian and Emma Grede, has been selected to be part of H&M's "H&M with Friends" concept. This multi-brand retail initiative allows shoppers to purchase from a variety of brands within the H&M family, including & Other Stories, Arket, COS, Weekday, Monki, and a select number of external brands.
The Good American collection, now available on H&M's Swedish and German websites, includes a diverse range of fashion items. From a scuba bodysuit to a metallic lilac vest and trouser set, a spaghetti strap dress in imitation leather, and even corsets, the collection showcases Good American's commitment to offering stylish and inclusive clothing options.
Good American is renowned for its denim line, which caters to a wide range of sizes, from 00 to 32. This inclusivity aligns perfectly with H&M's new multi-brand retail concept, furthering their joint efforts towards promoting diversity and body positivity.
Emma Grede, co-founder of Good American, expressed her excitement about the brand's addition to H&M's roster of brands, stating that the partnership is a testament to the shared values between the two companies. She emphasised that Good American's ethos of inclusivity, diversity, and body positivity resonates deeply with H&M's mission.
It's important to note that the Good American collection available on H&M's Swedish and German websites does not involve any merchandise related to the recent controversy involving H&M and pop star Justin Bieber. H&M responded to the controversy by stating that they followed proper procedures, and the company's focus remains on providing high-quality, inclusive fashion to its customers.
Good American will be featured on H&M's Swedish and German websites starting this month, offering shoppers the opportunity to explore and purchase the brand's unique and diverse collection. This partnership is expected to contribute significantly to both companies' efforts towards promoting inclusivity and diversity in the fashion industry.
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