Kourtney Kardashian took to Instagram on Tuesday to address the backlash following her appointment as sustainability ambassador for fast fashion group, Boohoo.
The announcement came on September 6 and was immediately met with backlash, confusion and irritation from users and activists, who found the collaboration inauthentic, and feared it would do little to promote active change towards sustainability.
As a sustainability ambassador, Kardashian will release two capsule collections with the brand, the first of which will be revealed on Tuesday, September 13.
The pieces will cost between $6 and $100, including 41 pieces made with recycled polyester and cotton, as well as two vintage biker jackets in collaboration with Glass Onion, a wholesale vintage company.
The comments below the brand’s post were filled with skepticism, as many pointed out the dichotomy of a fast fashion brand and sustainability.
“Would absolutely love to see you use the money you spend on these misleading marketing campaigns to actually pay the people who make your clothes,” wrote Venetia La Manna, a slow fashion campaigner.
“I’m just curious though, what was the budget? Orrrr because she’s such an advocate, is she doing it out of goodwill and genuine genuine care for the planet — to make a world [sh***iest] Brand better?” wrote Brett Staniland, a sustainable fashion advocate and designer.
Kardashian addressed the backlash and faced her own skepticism about the collaboration in an Instagram post.
“I went back and forth with @boohoo about doing this collection because when I hear the word ‘fast fashion’ the first thing I think is bad for our planet,” she wrote, quickly acknowledging that the situation was reversed. is “Boohoo approached me to be a sustainability ambassador, and although I knew there would be a backlash because the two don’t go hand in hand, I thought about the fact that fast fashion, or the fashion industry in general, isn’t going away. Is. Anywhere. I thought this collaboration would bring attention to people who might not be aware of the effects of fast fashion on our planet. I thought about how to push Boohoo to make some early changes and then they Will have to be held accountable for the big change. Impressive. It’s definitely making some noise which is exactly what I was hoping for,” she wrote.
Kardashian has worked with fast fashion brands in the past and hopes that through the lens of sustainability, she’ll be able to shine a light on the real change that past collaborations have lacked.
“I certainly don’t have all the answers, but for someone who has done a fast fashion line collaboration in the past that didn’t get a response because I wasn’t paying attention to trying to make better changes, I Proud to do so. With intent and purpose,” he wrote.
In 2019, Boohoo was rated as one of the least sustainable fashion brands in the UK by the Environmental Audit Committee (EAC), and has since taken steps to address concerns around labor conditions and sustainability.
He closed his headline with a call to action, and plans to follow up on the brand’s efforts for sustainability.
“I invite any experts who have ideas, suggestions (I’ve seen some of you already and would totally reach out to talk and learn more) to reach out. I want to help and team up.” I work from my own experience. At Boohoo, they do too. I’ll detail their changes, how we’ve made the line more sustainable, and what I’ve learned as consumers. What can we do to help… All comers!!”
In addition to the capsule collection, Boohoo is also launching a series, hosted by Kardashian, that will talk to sustainability experts about sustainability in the fashion industry.
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