Picture this. You're on set, Khloé Kardashian is getting her hair and make-up done next to you, among other fabulous, goddess-like girls, and you're just about to shoot the upcoming Good American campaign. Where do we sign up!? Well, here actually. What might seem like a fragment of your imagination could actually be a reality, as the size-inclusive fashion brand are holding an open casting tomorrow, in Manchester. We spoke to an excited Emma Grede, Good American's CEO and co-founder, about everything from tomorrow's event, to working with her business partner, Khloé Kardashian.
The brand have been casting ambassadors for their #GoodSquad this way since their launch in 2016, to find 'more ‘like us’ women, regular girls,' Emma said. At the time, modelling agencies only represented a handful of plus size girls, 'so we just thought oh we’ll do it ourselves, and it was that naïve, but actually it was one of the best things we had ever done,' she said.
Since then, the brand has held open castings all over the world, including U.S., Canada, Germany, U.K. and Australia, but never in a local region before. Emma, who is originally from London and now lives in LA with her husband and two children, felt it was time 'to get outside [of London] and give that opportunity to other people as well.' She believes, 'talent is everywhere ... you’ve just got to go find it'.
As well as size diversity throughout campaigns and the Good American site, where you can select a model that best matches your body shape, 'we really wanted the full spectrum in terms of race and background,' Emma said. She spoke of growing up in east London: 'I used to go to school with people from Somalia or Pakistan and they were the most beautiful women ... I definitely think that my upbringing has made me view beauty in a really broad way.' She stressed the importance of customers seeing a version of themselves, which 'again is part of the success.'
Emma has poured her heart into Good American, and quite literally moved to the other side of the world for the brand, but it seems she wouldn't have it any other way. She shared that she loves to feel involved in 'the development and actually understand, learn and see what’s going on,' much like her business partner Khloé Kardashian. Emma said, 'we speak every single day and that girl goes above and beyond.' She added, 'Khloé Kardashian has actually bought plus sizes to the forefront ... it would have taken me way longer on my own!'
But, what is the secret to Emma's success as a business woman? 'Instinct is everything' she said. 'The best advice that I’ve had is make a decision and move on. You’re going to make so many decisions, you’re going to make good ones and bad ones, but the most important thing is to make them and move on.' A good piece of advice for those umming and ahhing about the casting tomorrow, and for those who have already signed up - 'it’s all about confidence,' Emma says. See her top three tips below.
Emma's Top Three Tips For Nailing A Casting
1. Use your voice
'The most important thing is, I always want to hear from the girls. You can have a pretty face but I really want to know their stories. I want to understand backgrounds, and where they came from, that is so important to me. And I really want that confidence to be oozing through ... what do you stand for? What do you want to do? That’s really what I’m looking for. Fantastic if you look wonderful, but I think it’s really about an attitude more than anything else and that’s what I'm looking for.'
2. Ooze confidence
'We’re looking for women who feel good in their own skin, that feel confident, because we really want to empower other women to wear whatever they want to wear, be who they want to be and not have to worry about ‘size’.'
3. Make friends
'There are so many women that meet at casting calls and they don’t make it all the way through but they’re still friends. They are women who are like minded, they feel like you, and want to lift you up, and feel really confident.'
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