H&M and Good American Collaborate on New Collection

Swedish high-street brand H&M and Good American collaborate on new collection as a part of the H&M With Friends initiative. The collection embraces inclusivity and offers a selection of contemporary styles. The Good American fashion brand was co-founded by Emma Grede and Khloe Kardashian, and has a focus on denim designs for all shapes and sizes. For the H&M x Good American Campaign, models are seen dressed in a color palette of mostly black styles with hints of purple lilac, and silver metallic. The collection focuses on classic styles which include 90s-inspired jeans, slim-fit cuts, and faux leather pieces. The collection is created using sustainable fabrics, and offers a selection of flattering silhouettes as well. Bodies and corset styles are included in the collection, making them perfect options for day or night. H&M will offer its Good American collaboration on its Swedish and German sites from 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