The latest name to add itself to the long list of body-positive brands is one many know all too well.
It's Kardashian — Khloe Kardashian, that is.
Khloe, in particular, has recently published Strong Looks Better Naked, a book about her personal struggles with weight and self-image issues and how hard she has worked to overcome them. Now, she's practicing what she preaches in a whole new way.
Not only is Khloe launching a body-positive denim brand, but she's holding an open casting call for women of all shapes and sizes to model it.
"I'm looking for beautiful, powerful women to star with me in a campaign for my new denim brand," she wrote in an Instagram post.
Her brand's website, The GA Project, declares, "The body revolution is here." It goes on to say, "There is a new definition of sexy." Perhaps unsurprisingly, that definition includes curves and lots of 'em.
"Some call it a new silhouette, we just think of it as embracing the body you were given."
So if you want to be the face — and behind — of Khloe's jeans, the casting call is open until May 7. The in-person casting will take place on May 9, with selected online entrants will be notified of a time and place in Los Angeles.
The GA Project hopes that by holding an open casting it will emphasis its public belief in its community and "prove that gorgeous can be powerful."