All images courtesy of Good American
Photography & Art Direction by KESH
Khloe Kardashian and Emma Grede’s inclusive fashion label, Good American, continues to champion female empowerment and convey the importance of inclusivity as they announce a new campaign featuring the Grammy award-winning female group TLC.
It’s hitting you with some ’90s nostalgia! As good American has just teamed up with one of the top 90s girl bands, TLC, for a campaign dubbed ‘CrazySexyGood’ to encourage women to feel as sexy and good as possible. Drawing inspiration from the iconic girl group’s second hit single, ‘Unpretty,’ the campaign’s message is a call for women to believe in their self-worth and recognise their innate value both as women and as individuals, breaking down societal norms and expectations of beauty.
Pioneers of female empowerment and representation, TLC dominated the music industry. Their music is an honest conversation, bringing to light the topic of Black women’s representation. The Atlanta girl group became figureheads for femininity and independence in one of R&B’s most popular decades, breaking societal norms as well as some of the most rebellious fashion icons of all time. The past few years have seen a renaissance of the 90s R&B aesthetic, and TLC’s stylistic influences (a blend of sport, goth, and street) remain unmatched.
The CrazySexyGoodcampaign highlights the iconic TLC members in the brand’s best-selling denims, puffer shirts and Better Than Leather collection showing that “sexy” can have various forms and that authenticity is the key to being empowered.
“At Good American, we have always prioritised celebrating and empowering women,” Good American CEO Emma Grede said. “With this campaign, we are thrilled to honour and celebrate the women of TLC. Having paved the way in both music and fashion, as well as acting as trailblazers on social matters, TLC represents the Good American woman in the best possible way, which is why it felt so natural for us to celebrate them with this campaign.”
The campaign also includes a film in which T-Boz and Chilli talk about the story behind the single ‘Unpretty’, their past struggles as women in the industry, and the unattainable beauty standards they often face.
“It’s so important for young women to have role models to look up to. It’s incredible to see a brand like Good American that stands for empowering women and promoting the message that you don’t need to change your body shape, style, or who you are just to fit into what society considers sexy,” Rozanda ‘Chilli’ Thomas explains.
She adds, “We’re excited to be a part of this campaign because it’s everything we’ve always stood for as a group. We were never the typical ‘girly-girls’ society expected us to be, and we were proud to provide a platform that inspired women to embrace their authentic selves. This is how TLC started, and it’s who we are today — unapologetic about who we are, what we wear, and how we feel, and we are proud to share this message alongside Good American.”
TLC’s longevity is based on the blunt honesty of their lyrics and effortless, engaging performances. Exploring insecurities and fears regarding body image in “Unpretty” was another milestone in TLC’s musical output. Good American proudly follows their example in transforming the fashion industry into one that is more inclusive.
“There is so much pressure placed on women in society, and we’re made to feel as though we aren’t good enough just because we don’t fit into traditional standards of beauty. We have always stayed true to who TLC is as a group when it comes to our music, our lyrics, the clothes we wear, and how we present ourselves,” Tionne “T-Boz” Watkins said. “We love the way Good American embodies the message of embracing beauty in all forms, and that will always resonate with us. We’re proud to be a part of a campaign that’s about celebrating real women with real curves and empowering them to remain true to themselves and feel confident and sexy in their own skin.”
