Why does the general public know Kourtney Kardashian Barker? Certainly not because of her eco-responsible commitments. However, boohoo just named her new ambassador for her line. ” sustainable “Understand: designed to be durable, therefore ecological. But we should really be surprised that an ultra-fast fashion brand, regularly flagged by the courts for its practices contrary to human rights and the environment, appoints such a celebrity without credibility on the question? You said greenwashing ?
Learn about sustainable fashion to better sell clothes …
Followed by almost 200 million people on Instagram, the eldest son Kardashian (ahead of Kim, Khloé and Robert Kardashian Jr., but also Kendall and Kylie Jenner) therefore represents a new capsule collection ” sustainable by boohoo, consisting of 45 pieces. If they need to specify that they have made efforts on this line, it means that they are capable but they are not doing it for their thousands of other references …
In addition to the clothes available from 13 September 2022, a documentary miniseries should illustrate how the collection was designed, what efforts were made, and therefore raise awareness among customers on the issues of eco-responsibility in fashion, the brand’s press release states:
“In this documentary, the word was given to experts in worker welfare, human rights, textile waste, but also experts in upcycling, resale and vintage fashion. Kourtney Kardashian Barker also enlisted the expertise of her longtime friend, influencer Stephanie Shepard, co-founder of Future Earth. Together they have identified the difficult questions that we must ask ourselves, offering food for thought ”.
You might think that an excellent podcast on the subject, Raw Materials, already exists to do this educational work, and you would be right.
Will Kourtney Kardashian’s 200 million followers swallow boohoo’s green promises?
Can we really believe the critical objectivity of a private company like boohoo that claims to make a documentary about its practices in terms of ecology, just to promote its new clothing collection? Knowing that the pieces in question, in recycled polyester, Cotton Connect certified cotton, or even leather, should cost between 6 and 100 €. A surprisingly (not) low price for a collection that nevertheless aims to be designed in an ethical and ecological way …
So it smells good greenwashing from boohoo but we can at least rejoice that this collaboration will necessarily help raise awareness of other audiences on these pressing issues. From there to say that the seed thus planted will change their mentality, there is certainly time to watch different seasons of fire in reruns. Keeping up with the Kardashians.
Front page photo credit: boohoo
Source: Madmoizelle
Ashley Root is an author and celebrity journalist who writes for The Fashion Vibes. With a keen eye for all things celebrity, Ashley is always up-to-date on the latest gossip and trends in the world of entertainment.
