Khloé Kardashian announced last week that she was searching for models to star with her in a campaign for "her new denim brand". The line, called The GA Project, was announced in the Instagram post seen above.
The GA Project's website is just a single page but includes a little bit of information alongside the casting call, laying out the brand's approach to fashion:
THE BODY REVOLUTION IS HERE
There is a new definition of sexy. The shape we lust for has curves, not the straight body of the fashion establishment. Some call it a new silhouette, we just think of it as embracing the body you were given.
We do not look to authoritarian fashion titles for guidance. Our content is unedited. It is about celebrating one another. We create movements because we no longer follow the same old leaders. Knocking down stereotypes when we prove that gorgeous can be powerful and intelligent can be sensual.
We believe in America and we believe in our community. We are all good, regardless of our shape or heritage. Our story starts today.
No further details are available about the line, or its launch date, at this time.
What do you think?
Are you excited for Khloé's denim line? What do you think of the concept behind it? Let us know in the comments!