Inside Good American’s Latest Open Casting: ‘It’s the Heart of Who We Are’ (Exclusive) 

When Emma Grede created Good American with Khloé Kardashian, the duo had one goal in mind: to make “people feel great about themselves.”

In addition to the brand’s plus-size clothing collections, the partners have worked endlessly behind the scenes to create a community that represents their vision of diversity, starting with the models who actually wear their clothes. Enter: Good America’s annual Open Casting Call.

Since 2016, the company has hosted its own model outreach program to form what they call the #GoodSquad, “a group of confident and badass women who embody the brand’s ethos.” And this month, he hosted his seventh annual casting call with the help of supermodel Ashley Graham.

Speaking with PEOPLE exclusively in Los Angeles, where the initiative’s final event was held on Saturday, Grede admits that Good American “never set out” to have all the answers to the fashion industry’s problems, but adds that finding authentic voices in their branding was just a step in the right direction.

Emma Grede at the casting call for Good American #GoodSquad in Los Angeles on January 20.

A good American

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“This is about making everyone feel the most comfortable and the most confident,” says Grede. “There are girls here who want to be models. There are some who just want a platform to say and express who they are, what they believe in, what they feel passionate about. It’s so nice as a brand that you can give that to people because different women do different things.”

Since its inception, Good American’s growth has been measured in part by its massive “commercial success,” such as store openings across the country.

But for Grede, all this is incomparable to the inspiring energy that flows during the casting.

Ashley Graham and Emma Grede are hosting Good America’s Open Casting Call event in Los Angeles on January 20th.

A good American

The latest, organized in partnership with Zoom Events, took on immersive new experiences merging technology and fashion, such as an affirmation wall, a “Find Your Fit” station and panels with stylist Karla Welch and author Meena Harris. Everything was streamed live, allowing good American customers around the world to join the influencer panel with Grede and Graham.

“We just want more people to have an advantage and more people to have an opportunity,” Grede says.

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So what makes a knockout candidate for Good America’s #GoodSquad? Graham calls for “perseverance,” a quality she admires even as she receives more social media DMs from aspiring models.

“I see everything. I really want to. Ella for example,” she says, referring to the event attendee, “[direct messaged me]I’m not kidding, maybe 50 times.”

Ashley Graham guest judges at the Good American #GoodSquad casting event in Los Angeles on January 20th.

A good American

Graham, who not only wants to be someone’s cheerleader but also their guide, responded because she was captivated by Ella’s online content and thus her determination. And therein lies the magic.

“I feel like at the beginning of my career I had no one to turn to,” adds Grede. “There will be something that will just stand out and be like I was there. I did it. It was a sticky moment for me. I see some of myself in some of these girls.”

It all comes back to the Good American ethos of being a brand for everyone that continues to stay true to its core mission — through cast and product.

“It needs to be consistent and it needs to be true,” Grede tells PEOPLE. “So much of what happens, especially in the fashion industry, is performative or seasonal, right? It’s like, we’re going to do it now because everyone’s watching, and when they’re not watching, we’re going to mute it. Open casting is the heart of who we are. We’ll be doing this in 30 years. It will always be the lifeblood of the company because it’s a manifestation of all the work we do.”

Categories: Trends
Source: HIS Education