The founder of Poesh recently announced her new role with the fast fashion retailer, which will see its two eco-friendly capsule collections released that “were created in tandem with a journey of exploring possibilities for creating a more sustainable fashion future.”
Shortly after, social media users called out the reality star for representing a brand often cited as one of the UK’s leading fast fashion retailers. Not to mention the Kardashian-Jenner family, especially Kourtney, has recently been criticized for their excessive water use during a drought in California and frequent private jet flights.
Critics labeled Kardashian’s new collaboration “a joke” and “bulls***”.
“Kourtney Kardashian as Boohoo Sustainability Ambassador. Biggest load of b******s – surely not even ultra-fast fashion dies buy these utter BS? one person tweeted.
“Are we being bullied?” asked another user. “Add Kourtney as Boohoo’s ‘sustainability ambassador’ to my list of things that feel dystopian in 2022.”
On September 13 – the day of her Boohoo launch – Kardashian criticized her collaboration on Instagram.
“I went back and forth making this collection with @boohoo because the first thing that comes to mind when I hear the words ‘fast fashion’ is that it’s bad for our planet,” she began her long Instagram caption. .
“Boohoo approached me to become a sustainability ambassador, and while I knew it would get a response because the two just don’t go hand in hand, I thought about the fact that fast fashion, or the fashion industry in general, isn’t going everywhere. she continued.
Kardashian said her reasoning behind the collaboration with Boohoo was to draw attention “about the impact of fast fashion on our planet” to people who would otherwise have no idea. She explained that she saw this as an opportunity to get Boohoo to “make some initial changes and then hold them accountable”.
“It definitely makes some noise and that’s exactly what I was hoping for,” Kardashian wrote, adding that she’s “proud” to craft her Boohoo capsule collection with “intention and purpose.”
“I invite any experts who have ideas or suggestions (I’ve already seen some of you and will definitely reach out to talk and learn more) to get in touch. I want to help and from my experience so far working with the team I work with at Boohoo, so do they,” she concluded. “I’ll talk about their changes, how we’ve made this line more sustainable and what I’ve learned that we as consumers can do to help … all still!!”
Founded in the UK in 2006, Boohoo quickly became one of the world’s least sustainable fashion companies. The brand was named together with Missguided as two of the least sustainable fashion brands in the UK in a 2019 report published by the Environmental Audit Committee (EAC).