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If you scroll too quickly through Khloe Kardashian’s glossy Instagram feed, you might miss it.
Buried among perfectly lit, glamour shot-like selfies of the reality star and her vacay photos from her Cuban excursion is an image of Kardashian looking particularly doe-eyed as she gazes into her iPhone lens — but the post isn’t just a #makeupgoals inspo pic. Rather, it’s a call-to-action of sorts, in which Kardashian reveals she’s seeking models to join her in a campaign for a new line of denim.
“I’m looking for beautiful, powerful women to star with me in a campaign for my new denim brand! Details at theGAproject.com,” reads the caption posted Wednesday.
What is this new denim line, you ask? That’s a good question, and one which the company vaguely answers on its website. The GA Project pegs itself as a brand that celebrates curves and eschews the “fashion establishment” — the same one, we presume, which has shown Khloe and the rest K-dash krew love in the past few years.
“The shape we lust for has curves, not the straight body of the fashion establishment,” reads the GA Project’s website. “We do not look to authoritarian fashion titles for guidance … We believe in America and we believe in our community. We are all good, regardless of our shape or heritage.”
A photo posted by Khloé (@khloekardashian) on
Aspiring models — at least those residing within the U.S. and over the age of 18 — who wish to join Khloe as a campaign star and brand ambassador are invited to submit their portraits and Instagram handles (an important component of modeling, these days) by Saturday, May 7.
But back to the denim. Without any specifics of the cuts and styles, price range or stockists, we’re left in the dark. (The GA Project did not immediately return Pret-a-Reporter‘s request for comment.) However, if we know anything about the Kardashians — and we’d like to think we do — we’re guessing the mystery jeans will definitely look great from behind.
Kardashian isn’t the only celeb crowdsourcing models. Jared Leto, an ambassador for Carrera eyewear, also held an online casting call for “real people” to join him in the brand’s ads. Welcome to a new age.
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