With the concept of H&M with Friends, H&M and Good American embrace inclusivity with a selection of contemporary styles. The fashion brand was co-founded by Emma Grede and Khloe Kardashian with a focus on denim designs for all shapes and sizes.
H&M x Good American H&M with Friends Announcement
The campaign images announcing the launch feature models wearing mostly black styles with touches of purple lilac, and silver metallic. The new Good American collection focuses on classic styles such as 90s-inspired jeans, slim-fit cuts, and faux leather designs. For more H&M, see the Innovation Metaverse Design Story collection.
Focusing on sustainable fabrics, there are plenty of flattering silhouettes as well. Bodies and corset styles stand out, making the perfect options for day or night. H&M will offer Good American on its Swedish and German sites beginning in December 2022.
Good American has always been more than just a fashion brand, it’s a platform for inclusivity, diversity and body positivity and H&M’s new multi-brand retail concept really aligns with our brand ethos of empowering all women and encouraging our customers to feel inspired when shopping. Joining the H&M family means that our customers will now have wider access to the Good American brand in Sweden and Germany.
Emma Grede, Good American founder
