Khloe Kardashian's transformation into a total fitness buff has been well-documented. She literally wrote the book on why Strong Looks Better Naked, and her upcoming show Revenge Body is all about getting in tip-top shape. But, the Good American Jeans co-founder says that she "still fights for chubby me."
At the Fortune Most Powerful Women Next Gen Summit, Khloe and her business partner Emma Grede added to the ongoing conversation about body inclusivity in fashion. Khloe remembered shopping with her more petite sisters when she was a larger size than she is now. But, as Khloe pointed out, she was never big! In fact, the boutiques she'd visit for high-end denim rarely even carried size 31 jeans—that's about a size 10. "It would always make me feel super embarrassed to go shopping with my sisters, who are petite," Khloe admitted. "I always remember the chubby girl in me, and I'm fighting for my chubby self."
Good American Jeans has sizes ranging from 0 to 24, which Emma said fits the modern ideal of feminine beauty. "That straight up-and-down body that is the fashion establishment isn't necessarily what us women aspire to anymore," she said.
That's why the duo was so adamant about having real, diverse women appear in Good American ads. "This brand should be fitting real women of the world, and that's not just a blond-haired, blue-eyed girl that fits a certain size," Khloe said. "We're not cookie cutters." We're stoked that Khloe's using her voice—and her design expertise—to boost her customers' confidence.
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