fbpx

Kourtney Kardashian, eco-friendly boohoo ambassador or shameless greenwashing

Kourtney Kardashian Barker becomes the face of boohoo’s new “sustainable” collection. But with what credibility? And for what results? Ultra-fast fashion brand boohoo promises to have made an effort and wants to prove it through a documentary miniseries. Bullshit or truthful?

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?

boohoo-kourtney-kardashian-campaign-758490242
Kourtney Kardashian poses for the “sustainable” collection that she signs with boohoo.

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

The latest articles on the
fashion industry

  • Tiffany & Co. is making a jewel and a film with Beyoncé: a sign of jewelry in top form despite the crisis?

  • France tries to make sustainable clothes with tons of wasted milk

  • By age 10, girl’s shorts are already shorter than boy’s

  • This TikTokeur parodies fashion shows with hilarious and ingenious creativity

  • Young people who want to dress environmentally and responsibly are having a hard time due to inflation

  • boohoo and Asos, suspected of greenwashing by the British authorities

Source: Madmoizelle

Leave a Reply

Your email address will not be published. Required fields are marked *

Top Trending

Related POSTS