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In the world of women's shopping, there are many empty promises.
Creams guarantee wrinkle-free faces. Lingerie teases supermodel-esque attention. Lipsticks vow a kissable pout.
The empty promises are more noticeable when it comes to the plus-size portion of the industry. While sizing for all is becoming more of a mainstream notion (what a novel concept, right?) thanks to the likes of Sports Illustrated Swimsuit covergirl Ashley Graham and Lane Bryant's empowering intimates campaigns, the industry's efforts still come with frustrating fine print.
SNL even recently poked fun at this not-so-funny reality when they spoofed a commercial for Chonk, an unflattering women's brand for "unique bodies." Though it was a scripted sketch for late-night television, it's backhanded theme is alive and well in real life.
Sure, retail companies like H&M and Forever 21 offer items in bigger sizes, but they're often hidden in the back of their brick and mortar stores or relegated to online-only sales as if they're a dirty, little secret.
In other cases, products sized 14 and over (the average size of women in America today) are not crafted equally to their smaller counterparts. The fabrics are cheaper, the prices are higher and the designs do not mirror the others in the collection.
This was all until Khloe Kardashian dipped her toes into the retail world.
The 32-year-old star has become just as famous for her body image and fitness commitments as she has for her reality show family. While her A-list lifestyle may feel disconnected from the average woman, her struggles to fit society's physical expectations of her ring all too familiar for many.
"I definitely think the fashion industry, and people in general, look at me more now that I've lost weight," she once told Harper's Bazaar. "Even on shoots, I would never have options for clothing. There would always be this attention on Kourtney [Kardashian] and Kim[Kardashian], but I was too much work for [stylists] or they had nothing in my size."
Even private shopping trips became dreadful chores. "When I used to shop for denim at a lot of boutiques, they only go up to a size 8 or 10 and that's like gasping," she told E!'s Zanna Roberts Rassi.
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"I was a 12 at the time and I would get so embarrassed going with my sisters. I didn't wear denim for a long time, so then when I started getting a little more in shape, I think that's why I probably live in denim now because I missed out on a lot of years in it but I was like, that isn't fair to so many women."
As fate would have it, Kardashian's newly launched line of denim, Good American, is fair to so many women. The label, which she co-founded with marketing mogul Emma Grede, was designed with a "curvier, sexier and stronger shape" in mind and caters to sizes 0 to 24—ensuring most ladies looking for premium denim will be able to find their size.
There's no fine print here, either. The styles range from dark, skinny and ripped to light and loose—whether it's a size 2 or a size 22. The best part? There's no price difference between the two.
To further drive home the brand's wearability, during the launch of the line on Wednesday in Los Angeles, models of all sizes, shapes and heights lined the stage in the pants—with big, seemingly genuine smiles on their faces.
It's clear she's tapped into a concept women of all sizes have been begging retailers to understand for decades.
"Even if youre a little bigger, you still want to be trendy and cute and show off your curves," Khloe told E! News. "Curves are sexy and that's something we should embrace rather than discriminate against."
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