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Khloé Kardashian’s Mysterious New Denim Brand, The GA Project: Everything We Know

Photo: Kevin Mazur/Getty Images

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Khloé Kardashian, the sister that works out, launched a new venture last week called The GA Project. It's a bit of mystery as to what the "project" entails, but it has to do with bodies, denim, and a photo shoot.

Sorry, what is it?

Khloé announced on Instagram, "I'm looking for beautiful, powerful women to star with me in a campaign for my new denim brand!" So it's a denim brand.

What does "GA" stand for?

The state of Georgia, but no clue with regards to Khloé Kardashian.

What's this campaign about?

Anti-"establishment" bodies featuring non-professional models. The new brand's website doubled as a casting call, allowing women to submit their social handles, measurements, and full-body photos. The full pitch reads:

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.

But will these pants be pro-America?

Yes, the site clearly states, "We believe in America and we believe in our community. We are all good, regardless of our shape or heritage. Our story starts today."

What happens to those who are ~chosen~?

Roughly 100 entrants were selected based on "style, attitude, originality, and relevance to the mission of the GA Project." Judging was scheduled to be completed on Sunday, May 8th, around noon.

The real humans who were chosen to attend the casting call had to get to Los Angeles's Milk Studios by Monday. They had to pay their own travel and shelter expenses, which prevented many who got the email from participating. One named Lara even claimed she was given five hours' notice. When we followed up, she said exaggerated in hopes of attracting Khloé's attention to help get her there.

Of the process, Lara also told us, "Sunday around 1:00 pm, I got an email saying I was selected. It gave me the address of the studio for casting call, a bar code I guess to use as a pass, and said to be there at like 10:00 am [PST]. I don't live in LA. I actually live in the midwest so obviously on such short notice, I couldn't find a plane ticket under $500 that would get into LAX that early.

I wasn't given any other info other than a map of how to get to the studio after entering the lot. Since I couldn't go, I was just asked to reply to the email with a yes or no."

The GA Project Tweet

The GA Project Tweet

Presumably, those who were both willing and able to travel to LA for the casting call have moved forward with the process.

Where can I find out more information?

We've reached out for more info from both The GA Project's team and the chosen models, but stay tuned.