She’s proud of those kurves. While designing her Good American denim line, Khloe Kardashian had all shapes and sizes in mind for a good reason. 

“I used to be someone that they labeled as plus-size,” the Strong Looks Better Naked author, 32, said during Fortune‘s Most Powerful Women Next Gen conference in Laguna Niguel, California, on Tuesday, November 29. “F–k that. I don’t want to be called that. I’m a woman with curves, and what I would say was average size at the time. I was very proud of who I was. I felt so shamed at the time to go into boutiques and denim shopping. It was something that was super hard for me.”

That’s why Good American jeans, which debuted in October 2016, are offered in sizes 00 to 24 target specific body parts: Good Legs, Good Cuts and Good Waist. “When I was bigger, you couldn’t tell me I was big,” Kardashian continued. “I still don’t think I was big. I was like, ‘I am sexy and hot … I want to be in a bodycon dress and a pair of jeans.”

Despite her sartorial desires, it was still tough for the Keeping Up With the Kardashians star to find cute clothing like her smaller sisters, Kim and Kourtney Kardashian. She recalled needing a size 31, and boutiques not being able to accommodate her. 

“It would always make me feel super embarrassed to go shopping with my sisters, who are petite,” she revealed. And that’s why Good American is so inclusive: “I always kind of remember the chubby girl in me, and I’m fighting for my old chubby self.”

During the discussion, Good American cofounder Emma Grede credited the Kardashian sisters among the public figures that have helped change the dialogue about body shapes. “That’s why … we were so adamant about having our Good Squad [models and bloggers like Gabi Gregg and Jordyn Woods] to be real women of all different shapes and sizes and ethnicities,” Kardashian added.

In fact, she aims to change the definition of “squad goals,” too. “Being a part of any squad should mean that you’re comfortable and confident,” the youngest Kardashian sister noted. “Not just a blonde haired, blue eyed girl … we’re not cookie cutters.”

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