The Making of a Squad

From the beginning, GOOD AMERICAN has worked to be a brand for the empowered woman, supporting and inspiring confidence while helping her embrace her body. Our intention was to redefine what is valued or even allowed in fashion by breaking down barriers and challenging dated norms. We did this by promising inclusivity in our designs, but we also wanted our message and movement to extend via the women representing the brand—our GOOD SQUAD!

It became apparent that casting our campaigns through the traditional channels was not enough for us. We were seeking strong voices to walk with us in our mission and to represent what women in our world actually looked like. We decided that if we really wanted to change the face of how females are able to see themselves in the wider media, we’d have to do it ourselves. And so, we launched our open casting.

The search for summer 2019’s new faces was our third open casting, and the largest one yet. Partnering with IMG Models, whose vision of inclusivity aligns with our own, we received an astonishing 60,000 submissions from women all around the world. We then hosted callbacks in Los Angeles, Houston, New York, Miami, London, and Sydney to meet our semi-finalists and hear their empowering stories. In the end, Khloé and Emma invited 10 of these women to join the squad.

The incredible six-month journey was documented from beginning to end, capturing exclusive behind-the-scenes footage of the open casting process. See firsthand how the search unfolded.