The eco-friendly line by Kourtney Kardashian for the fast-fashion retailer Boohoo has debuted.
The 43-year-old reality personality has been recruited on by fast fashion behemoth Boohoo as its newest sustainability-focused brand ambassador, and she will be creating two collections for the firm with an emphasis on the environment.
Social media users were outraged to learn that a Kardashian-Jenner family member, famous for their opulent lifestyle and use of private jets, was being compensated to promote sustainable fashion.
Many compared the situation to Burger King’s partnership with a fitness endorser and referred to it as “utter BS,” “demeaning,” and “humiliating.”
Tuesday, September 13, the day of the collection’s debut, Kardashian responded to the criticism on Instagram. “I considered doing this collection with @boohoo since my gut reaction to the term ‘fast fashion’ is that it is destructive to our earth,” she stated.
Although I was aware that becoming a sustainability ambassador for Boohoo would draw criticism because fast fashion and sustainability are inherently incompatible, I ultimately accepted the position because I understood that neither fast fashion nor the fashion industry are going anywhere anytime soon. According to Kardashian, there is still time for the relationship to have an effect on customers.
I pondered how our collaboration can inform those who may not be familiar with the issue of rapid fashion about its harmful repercussions.
She continued, “I’ve thought about the impact of pushing Boohoo to make some initial reforms and then holding them responsible for more extensive reform.”
It’s also making a lot of noise, which is exactly what I wanted. I don’t claim to have all the answers, but I’m proud to say that I once worked on a fast fashion line with the intention of making improvements; this endeavor encountered no opposition because no one even knew I was trying. The Poosh creator then extended an invitation to get in touch with industry insiders who had valuable views.