Come Dine With Me… Emma Grede
If you’ve got an appetite for only the best denim, then Good American is the brand you should be getting stuck into. In the words of co-founder Emma Grede, if the label was a dish, it would be “the full menu’. And once you’ve seen the new collection which landed recently at Browns, you’ll want to devour everything on the menu like us…
Alongside Khloe Kardashian, Emma cooks up delectable denim designs which contain the perfect mixture of inclusive, elegant and aspirational ingredients. Ensuring that their timeless denim pieces will be enjoyed by everyone (no matter their body type) for years to come. Whilst lunching at ROKA, the powerhouse gives us a greater insight into the Emma Grede and Good American worlds.
Where are you and what are you eating?
Today we’re at one of my favourite restaurants, ROKA in Mayfair. We are going to try the most delicious food imaginable. My absolute favourites - the yellowtail sashimi with yuzu-truffle dressing, some delicious sticky pork ribs and the best dumplings you’ll ever try.
Why did you choose this spot?
ROKA is one of my favourite restaurants in the whole of London. It really brings me back to the days when I was working here and had my agency. I would try to come here at least twice a week.
What’s your favourite thing on the menu?
The delicious sticky pork ribs.
Let’s talk about the ingredients that make up your career. What are they?
It comes down to a couple of key things. The first one is a lot of hard work, the other one is probably quite a few mistakes (maybe more than I care to admit!). But the other thing is really a lot of luck, but I do think about luck as when preparation meets opportunity - and I was very prepared for when my moment came.
“I was very prepared for when my moment came.”
How did you get started?
By probably doing every job in fashion imaginable - I worked in every PR cupboard for every single designer. I clawed my way up working in fashion production, and then eventually landed a job where I worked in fashion sponsorships and partnerships.
How did you end up partnering with Khloe Kardashian on Good American?
I started my own agency at 25 and that was really rooted in the celebrity, co-branding space. And, of course, that led me to the Kardashians, Kris Jenner and then eventually starting Good American with Khloe.
What are the essentials that comprise the Good American brand?
The DNA is really rooted in this idea of absolute inclusivity. To make sure that every single woman can come into Good American and find exactly what she wants, without ever making sacrifices in fashion for the sake of inclusivity. It really is a brand that’s all about fit and fabrication, and based on innovation. So what we do, you know you’re going to feel really comfortable but it’s absolutely going to fit, regardless of your size or your body shape.
Your work is a mixture of elegant and inclusive. How do you find the balance between the flavours?
We’re always trying to balance elegance and aspiration with inclusivity. I think for far too long, a huge suave of women have just really been ignored by the fashion industry and we know that’s completely unnecessary at Good American, so we’re always trying to bring those two things together. There’s no reason that at a certain size you shouldn’t be able to find the absolute perfect fitting clothes.
“There’s no reason that at a certain size you shouldn’t be able to find the absolute perfect fitting clothes.”
How do you cook up an idea? Talk us through your creative process.
Our ideas begin by thinking about ways we can innovate, whether that be through fit or fabrication. Then from there we find ways we can really give women something they aren’t getting elsewhere.
In your opinion, who has excellent taste?
Giovanna Battaglia - she’s a dear friend but she never gets it wrong. She can make a perfect outfit or a perfect table setting because she just has impeccable taste.
Now for the fun questions - favourite thing to eat?
After anything from ROKA, I’d say pie and mash - the East End favourite.
Least favourite thing to eat?
I can’t stand green peas.
If Good American was a dish, what dish would it be?
Whatever you want it to be because we’re not about restricting anything at Good American. It would be the lot, the full menu!
What would be your ideal meal and where would you have it?
I love any first meal on holiday. Spaghetti Bottarga at La Fontelina in Capri is pretty much perfection on a plate.
Who would be your dream dinner party guests?
Oprah Winfrey, Oprah Winfrey and Oprah Winfrey. I just really want to meet Oprah!!
What do you do when you’re not working?
Mostly try to spend time with my four children and husband. The perfect day for me is a chilled one at home where I cook for everyone and maybe pop to the farmers market for food and flowers. Always the simple things make me the happiest.
In life, what’s the best recipe for success?
It’s all around hard work, but it’s also really focussed and centred on treating people really well. Throughout my career, I’ve realised that the people that you came up with come back over and over again. Now I have the best relationships in the industry, because I’ve always really prided myself on creating great relationships and treating people really well.
They say that success smells sweet. What does it smell like to you?
Sweat!
Photography: Jonathan Middleton
Video: Christian Wells
Styling: Sally Bottomley
Words: Sophy Davis Russell
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