Good American and Zara have announced plans for their first-ever denim collaboration with a capsule including four new jean silhouettes: classic bootcut, relaxed cut, high-rise skinny, classic slim, plus a demin jumpsuit. The collection will range in size from 00 to 30, a big shift for Zara, which has frequently been criticized for only offering jeans up to a size 14.
“A lot of my own life experiences, such as shopping for clothes growing up, have played into why my co-founder Emma Grede and I started Good American and how we go about product development, sizing, and fit,” said Khloé Kardashian in a press release. “When we first launched the brand, we talked a lot about what it means to be a woman today, and the unfortunate reality that so many women are ignored by the fashion industry, including myself, so we set out to change that.”
Leaning into a high fashion approach, the campaign was shot by top photog Mario Sorrenti who shot models including Precious Lee, Devyn Garcia, Georgia Palmer, Quannah Chasinghorse, Luca Biggs, Eden Joi, and Kayako Higuchi.
While Zara has mainly eschewed collabs, as of late it’s taken a more open approach to creative partnerships. In 2021, it partnered with Everlast, Kassl Additions, Charlotte Gainsburg, Ader Error, as well as biotech company LanzaTech and fitness brand TRX.
Whether or not Zara will use it’s collaboration with Good American to introduction more inclusive sizing is unknown. At the very least, it will likely use the effort to explore customer appetite for expanded denim sizing.
While pricing isn’t yet available, the collection will launch on Zara on May 5, 2022.