Zara launches a capsule collection with Khloé Kardashian's Good American

Inclusivity and sustainability are at the heart of Zara's new collection, which for the first time collaborates with Good American, a brand founded in 2016 by Khloé Kardashian and Emma Grede with the aim of creating jeans and other fashion pieces for curvy and plus-size women that highlight the silhouette of each body while managing to camouflage flaws and make the wearer feel sexy or sacrifice style. Giving women a sense of empowerment through a pair of jeans or a tee with a perfect fit, available at an affordable price and in a wide range of sizes from 00 to 30 is also the mission of this partnership with the Spanish giant:

"I see both Good American and Zara as pioneers in fashion in their own right, each bringing more accessibility to the fashion industry. Zara is an expert in bringing trend-forward styles to people around the world at a more accessible price point, while at Good American, our mission is to make our assortment of denim, ready-to-wear, shoes and more as inclusive as possible, finding ways to innovate in fabric and fit where other brands have not, so women feel empowered."

The capsule helps raise awareness of Good American outside of the States, expanding its pool of potential customers, while allowing Zara to embrace core values to conquer the market such as inclusivity and sustainability, winking at Khloé Kardashian's popularity. 

The basis of the collaboration is denim and includes four styles of jeans: classic slim, high-waisted skinny, classic bootcut jeans, '90s relaxed. All are elasticated to maintain shape and ensure comfort. In addition, in accordance with Zara's Join Life commitments and Good American's B Corp certification, they are made using eco-friendly materials such as cotton made from eco-friendly materials such as ecological or recycled cotton and TENCEL fibers. Tank tops, tops, a denim shirt, a short-sleeved jumpsuit and a shacket complete the offering. Kardashian's must-have? The high-rise classic slim, which she recommends teaming with a tank top or, alternatively, for colder days, an outfit consisting of a bodysuit and a relaxed '90s and denim shacket.

To launch the collection, which will be available from 5 May on Zara's website and in over 40 shops across the US, a campaign shot by Mario Sorrenti and styled by Alastair McKimm features models Precious Lee, Devyn Garcia, Georgia Palmer, Quannah Chasinghorse, Luca Biggs, Eden Joi and Kayako Higuchi.