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Kourtney Kardashian Barker, the influencer with 126 million followers worldwide, is the new sustainable fashion ambassador for British fast fashion retailer Boohoo.
The Kourtney Kardashian Barker X Boohoo collection, due to launch in September 2022, consists of a capsule containing 45 limited-edition pieces, 41 of which are said to have an ecological aspect.
How does it all fit together and what does that have to do with sustainability?
Contrary to what you might think, Kourtney Kardashian Barker is receptive to sustainable fashion. Precisely because each of their actions is followed by their fans, this pure PR action – so much openness has to be – is a smart move. Millions of fast fashion consumers can be made aware of the negative consequences of fast fashion – that’s the theory.
An emancipatory and educational collection or the art of spreading half-truths with irrefutable arguments
The Kourtney Kardashian X Bohoo project started with sketches a year ago, according to the company. According to the press release, “Kourtney asked if it would be possible to use this partnership to share the challenges of sustainable fashion to help people make better choices.”
An announced documentary mini-series will document these exchanges and the overall collaboration that accompanies Boohoo on its journey towards sustainable fashion. In this documentary, according to the press release, “experts on working conditions, human rights and textile waste have their say, but also experts on 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 identified the tough questions we need to ask and provided food for thought.”
Boohoo or refusing to be pinned down on social and environmental issues
“I’m delighted I’ve had the opportunity to use my social media to spark conversations that will lead to positive change, to share practical advice on how we can all play a role in the environment. There’s still a long way to go, but I firmly believe that any progress we can make in terms of sustainability is a step in the right direction,” added Kourtney Kardashian Barker, herself a master of the arts of consuming seems to be.
Before the collection was presented to the French press, the Boohoo team talked about working conditions, greenwashing, employee protection and other topics that hit the nerve of the times. This led to a lengthy conversation with Boohoo Group PLC communications manager Cheryl Chung. It speaks to Boohoo’s willingness to break free from the negative headlines.
In any case, the Kourtney Kardashian Barker X Boohoo collection is not sustainable in the strict sense of the word (or in most interpretations of it). But she starts the long road that lies before Bohoo with recycled polyester pieces, a pink cotton tracksuit and hoodie made in partnership with Cotton Connect, and mesh clothing featuring Travis Barker’s tattoo artist’s drawings, the husband of Kourtney, is printed. One dress from the collection was even made in Leceister’s ‘model factory’.
The collection is scheduled to be released on September 13th.
This article was previously published on FashionUnited.fr. Translation and editing: Barbara Russ