Fans are calling out both Kourtney Kardashian Barker and the fast fashion brand, Boohoo, which has come under fire multiple times for the staggering amount of garments it produces and has been accused of not paying workers a fair wage (something the brand was keen to feign ignorance of).
It's estimated that Boohoo make over 54 million items each year, with many ending up in landfill and being harmful to the planet – something it appears the brand are now hoping to encourage consumers to forgive and forget, as they've announced Kourtney as somewhat of a new 'sustainability' ambassador.
As well as launching a new 'sustainable' capsule with the brand, which reportedly made an estimated turnover of £445.7 million between March and May of this year, Kourtney is set to front a four-part investigation into Boohoo's "journey, from designing the Boohoo range to speaking to industry experts".
Her first line (with prices ranging from £5 to £75) will drop 13 September and is said to feature 41 styles made with recycled polyester and recycled cotton, along with two vintage biker jackets.
Speaking about her choice to partner with the clothing brand, Kourtney herself admitted to having concerns at first, saying (via The Indsutry): "When boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet.
"Boohoo responded with excitement and a desire to incorporate more sustainable practices into our line. It’s been an enlightening experience speaking directly with industry experts. I’m grateful for the opportunity to use my platform to drive conversations that lead to ongoing change and use my voice to share actionable tips with consumers on how we can play our own part."
She added, "There’s still lots of work to be done and improvements to be made, but I truly believe that any progress we can make when it comes to sustainability is a step in the right direction and will open up the conversation for future advancements."
However, it seems that many people still have concerns about the partnership and have accused both Kourtney and Boohoo of 'greenwashing' (basically pulling PR stunts that appear to frame their practices as more planet-friendly, without doing much to reduce the harm they've already done or making a genuine difference).
Commenting underneath Boohoo's post announcing the whole thing, one person wrote, "Positive change would be to stop overproducing poor quality clothes made by underpaid workers. Step one. Don’t need more awareness, the world is aware".
Another remarked, "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🌸".
And ethical fashion campaigner Aja Barber said, "Yes let’s keep it real. Have you tried making less stuff? Instead of paying rich people to virtue signal why not just pay super fair wages instead??? That’s something you can do and you don’t even have to give a rich person more money to do it."
Neither the brand or Kourt appear to have commented on the backlash.
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