H&M is adding Good American to its roster of friends.
The Khloé Kardashian and Emma Grede-founded brand, which is known for its denim in an inclusive size range of 00 through 32, will become part of “H&M with Friends.”
The concept allows shoppers to purchase from brands “within the H&M family” including & Other Stories, Arket, COS, Weekday and Monki, along with a curated number of external brands. The partnership will enable the companies to “take further steps toward inclusivity and diversity,” according to a press release.
The fast-fashion retailer will feature Good American on its Swedish and German websites starting this month.
Other pieces in the collection include a spaghetti strap dress in imitation leather, a metallic lilac vest and trouser set, corsets and a scuba bodysuit.
“We’re so excited that Good American is the latest addition to H&M with Friends,” Grede said in a statement. “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.”
This week H&M made headlines when pop star Justin Bieber reportedly wrote that the company’s merch involving him was made without his permission and approval. H&M responded by saying that the company followed proper procedures.
via https://www.aiupnow.com
Kaarin Vembar, Khareem Sudlow
