Kourtney Kardashian’s appointment as sustainability ambassador for fast fashion brand BooHoo has come under fire on social media.
The American reality star, 43, was announced as the UK-based fashion retailer’s new ambassador on Tuesday, joining the brand in a partnership focused on sustainable and conscious practices that will see the launch of two collections of 46 pieces in limited edition.
After the collaboration was announced, social media swelled, highlighting the Kardashian family’s reputation for excess, while some criticized Boohoo for using the association of celebrities to “varnish” its reputation, following public criticism of its business practices.
Criticism: Kourtney Kardashian’s appointment as ‘sustainability ambassador’ for fast fashion brand BooHoo has come under fire on social media
The reality star, 43, said in a statement on Tuesday: “When boohoo first approached me with this idea focused on sustainability and style, I was concerned about the effects of the industry. fast fashion on our planet.”
“It has been an enriching experience to speak directly with industry experts.”
“There is still a lot of work to be done and improvements to be made, but I truly believe that any progress we can make on sustainability is a step in the right direction and will open the conversation for future progress,” said added Kardashian.
The first of two collections will feature 46 limited-edition pieces using recycled fibers, traceable cotton, recycled sequins and recycled polyester, which will debut at New York Fashion Week on September 13.
Laugh: After the collaboration was announced, social media swelled, highlighting the Kardashian family’s reputation for excess
Look good: A user said Boohoo was looking to whitewash its reputation by using the star, who is joining the brand in a partnership focused on sustainable practices
The collab was heavily criticized, however, with one tweeter summarizing it as follows: “A $65 million private jet Kardashian is now a ‘sustainability ambassador’ for fossil fuel fashion brand boohoo, where she will discuss” with sustainability experts to better understand the challenges and opportunities in the fashion industry. We absolutely cannot.’
‘BOOHOO DOING MORE S*** IS NOT SUSTAINABLE BY ANY WAY…Using a Kardashian is the perfect overkill tactic…Whitewashing us with a popular celebrity so no one has to do any critical thinking because she clearly did everything for us,” another pointed out.
‘This can’t be real life… A Kardashian as a sustainability advisor?? This rock in space is actually made for… It’s the perfect culmination of all the crap Boohoo can possibly do in one.
Not serious: Another user said the company’s decision to appoint a reality star rather than an established sustainability figure indicated its general apathy towards the issue.
Another user said the company’s decision to appoint a reality TV star rather than an established sustainability figure indicated its general apathy towards the issue.
‘Boo Hoo’s new sustainability advisor???’ the user wrote. “That’s how you know they don’t care. If they cared, they’d choose a real sustainability person instead of a reality TV star. We’re in hell . I am convinced.’
One user noted that the brand, in its stated mission to promote sustainability, hired “someone promoting consumerism and capitalism”, which came off as “insulting” to those truly passionate about it. environmental causes.
“It’s insulting to an entire community that works tirelessly to educate/change/provide alternatives/invest in climate positive solutions – to hire someone who promotes overconsumption and capitalism is beyond absurd! Not that Boohoo cares. They don’t deserve our work,” the user said.
Poor mascot? One user noted that the brand, in its stated mission to promote sustainability, hired “someone who promotes consumerism and capitalism.”
Don’t Buy It: The first of two collections will feature 46 limited-edition pieces using recycled fibers, traceable cotton, recycled sequins and recycled polyester.
Sparkler: Kardashian donned a silver coat in a promotional clip for the brand
Staying up to date: Kardashian talked about ‘worker welfare’ and ‘textile waste’ in a segment on Booho’s YouTube
Boohoo posted a promotional clip for the collaboration on its YouTube channel, featuring Kardashian modeling different fashions from the line in addition to chatting with friends and experts about her goal with the new venture.
“Reuse, reuse, like I don’t have all the answers, but just like opening up to have those conversations and get started is really important,” Kardashian said.
She added, “I’m so excited to share everything I’ve learned on this journey with the world and just try to broaden the conversation and hopefully make a difference.”
Kardashian said in the segment, “Reuse, reuse, like I don’t have all the answers, but just like opening up to having these conversations and getting started is really important.”
Boohoo was named one of the least sustainable fashion brands by the UK Parliament’s Environmental Audit Committee in 2019.
The brand then promised to have a “clear strategy” to be more sustainable.
The retailer’s CEO, John Lyttle, told the BBC last year that “20% of all our ranges will be sustainable this autumn… 40% next spring/summer”.
In addition, it was alleged in 2020 that some factories in the UK working for the company were paying staff as little as £3.50 an hour and had working conditions that breached lockdown restrictions.
Make a difference: The reality star said she was ‘just trying to broaden the conversation and hopefully make a difference’ in terms of sustainability