Meet H&M’s new friend Good American, a brand by women for women. With H&M with Friends, H&M and Good American are taking further steps towards inclusion and diversity.
H&M with Friends is a concept developed to guide our customers to their best and most personal style. Shoppers can now shop at hm.com from additional brands in the H&M family such as & Other Stories, Arket, COS, Weekday and Monki, as well as a number of third-party brands. H&M carefully selects friends who not only align with our brand values, but also complement what we offer, inspire customers and encourage experimentation. Brands like our new friend Good American, founded by Emma Grede and Khloe Kardashian. Producing positive fashion for all, the brand celebrates diversity with inspiring style – an ethos that aligns with H&M’s commitment to inclusivity. The fashion collection and wide range of sizes make it the ideal partner for H&M.
“H&M with Friends is an exciting concept that allows us to expand the H&M world. By inviting other brands into the H&M space, we can offer our customers an inspiring experience. We are very proud of our partnership with Good American since the brand shares our ethos of diversity and truly empowers women to feel their best.” – Sylwia Wennberg, Business Area Manager New Development.
The foundation of the collection is responsible denim, available in all Good American sizes from 00 to 32 plus. These jeans come in a variety of styles from skinny and classic to flared and 90’s styles. Of particular note are the sensual deep V black strapless scuba bodysuit, faux leather spaghetti strap dress and party-ready metallic lilac vest and pants. Bodysuits and corsets are the most representative styles that exude femininity; Available in black, beige and white in tactile materials like suede, fleece and velvet, all perfect for day or night.
“We’re so excited that Good American is the latest addition to H&M with Friends. 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, founder Good American.
As a multi-brand destination, H&M will feature Good American on the Swedish and German online sites from December 2022.