'H&M with Friends' is a concept created to guide our customers towards their best, most individual style. On hm.com, customers can now purchase from more brands within the H&M family, like & Other Stories, Arket, COS, Weekday and Monki, and a selection of external brands. H&M carefully selects friends who not only meet our brand values but who also complement our offer and inspire and encourage customers to experiment. Brands such as our newest friend, Good American, founded by Emma Grede and Khloe Kardashian. The brand produces body-positive fashion for everyone and celebrate diversity with empowering style, an ethos that matches H&M's drive for inclusivity. With a fashion-forward collection and a wide range of sizes, it's the perfect 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.
Responsible denim is the collection's core, available in Good American’s inclusive size range from 00-32 plus. These jeans come in various styles, from skinny and classic to flare and 90s styles. Stand-out pieces are the sensual strapless black scuba bodysuit with a deep-V neckline, spaghetti strap dress in imitation leather, and the party-ready coordinating metallic lilac vest and trouser set. Bodies and corsets are the most representative styles, exuding feminity; these are available in tones of black, beige and white in tactile materials such as sueded 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.