It is no doubt that the Kardashians have been present in the public eye within the past few weeks. Kim is on the cover of Interview Magazine, Kylie and Kris are releasing a line of Kylie cosmetics, and Kourtney created her new brand Lemme and is Boohoo’s new sustainability ambassador. Now that many of the sisters are highly in the media right now, they are using this time to advertise their second season of The Kardashians. Though, the new season is not on the public’s view of the Kardashian agenda, as Kourtney’s Boohoo collection has been facing backlash.
Photo retrieved from https://people.com/style/kourtney-kardashian-embarks-on-sustainable-fashion-journey-as-the-new-ambassador-of-boohoo/
Boohoo officially named Kourtney their sustainability ambassador, however the public stated that there is no correlation with Kourtney, Boohoo, and sustainability. She claims this new line is focusing on sustainability and debuted her capsule collection during New York Fashion Week. The line contains 45 pieces, some vintage and others made to be versatilely worn. What makes this line eco-conscious are the materials used in the clothing, such as cotton and recycled polyester, however these textiles do not make the products fully biodegradable.
The term ‘sustainability’ is used broadly and vaguely across many industries, losing its meaning. Sustainability is the ability for humans to maintain a healthy, co-existing lifestyle with nature, avoiding the depletion of natural resources. In the fashion industry, sustainability includes raw-renewable materials and textiles, fair and humane treatment of workers, a decrease in greenhouse gasses, and more. There is a difference between companies who are taking the proper steps to act sustainably and those who use the word sustainable as a marketing term. This is greenwashing, where companies use terms and the color green to appeal to an eco-friendly market. Boohoo has a history of making very affordable clothing, but at the cost of paying their workers extremely low wages- as low as $3. It is difficult for them to claim that this line is sustainable when they are widely known for their fast fashion.
In an Instagram post from September 13th, Kourtney claims that she knew this collaboration would get backlash and states that, “fast fashion, or the fashion industry in general, isn’t going anywhere”. She believes that her association with the brand will make change in the fashion industry, but invites “any experts who have ideas, suggestions” to aid her through this position. Though, the backlash on Boohoo’s “sustainable” claims could push the company to make environmentally conscious changes.
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