H&M’s newest friend is Good American. In the concept, “H&M with Friends,” H&M and Good American take further steps toward inclusivity and diversity. 

“”H&M with Friends” is a concept aimed to guide 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 with Friends is an exciting concept that allows us to expand the H&M world,” says  Sylwia Wennberg, business area manager, new development, H&M. “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.”   

 Responsible denim is the collection's core, available in Good American’s size range from 00-32 plus. These jeans come in various styles, from skinny and classic to flare and 90s styles. Pieces include the strapless black scuba bodysuit with a deep-V neckline, spaghetti strap dress in imitation leather and the coordinating metallic lilac vest and trouser set.  

“We’re so excited that Good American is the latest addition to ‘H&M with Friends,’” says Emma Grede, cofounder, Good American. “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.”  

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H&M will feature Good American on the Swedish and German online sites from this month.