Kourtney Kardashian’s fast-fashion company Boohoo’s eco-friendly line debuts

Last week, the giant of fast fashion Boohoo has signed the 43-year-old reality star as its latest sustainability-focused brand ambassador, and said it will design two environmentally focused collections for the company.

Social media users were outraged to see members of the Kardashian-Jenner family, known for their lavish lifestyles and private jets, being paid to endorse sustainable fashion, with many citing burgers. He compared it to King’s collaboration with fitness advocates and called it “totally.” BS”, “insulting”, “humiliating”.

On Tuesday, Sept. 13, the day her collection was released, Kardashian responded to the criticism on Instagram. She said, “My first reaction to the term ‘quick fashion’ was that it was harmful to our planet, so I discussed doing this collection with @boohoo.

Boohoo approached me to become a Sustainability Ambassador. I knew that fast fashion and sustainability would be criticized because they are inherently incompatible, but fast fashion and the fashion industry would soon be gone. There is still time for this relationship to impact consumers, says Kardashian.

I thought about how this partnership could help educate people who have never heard of the problem of fast fashion before, about the negative effects of fast fashion. It said it had encouraged preliminary improvements in the government, and then considered the potential impact of holding it accountable for larger reforms.

And it’s generating a lot of noise which is exactly what I was looking for. We are proud of the fact that we have collaborated on a fast fashion line. No one noticed what I was trying to do, so my efforts met with little resistance. The Poosh founder then invited industry insiders to reach out with their insightful feedback.