After Boohoo names the 'Kardashians' star as the brand's new ambassador with a focus on sustainability, social media users question how she could be seen as fitting for the role.
- Sep 8, 2022
AceShowbiz - Kourtney Kardashian may not be the best face of a campaign promoting sustainability, particularly not in the wake of controversy over her family's private jet use. The reality TV star has been slammed online after she announced her collaboration with fast fashion brand Boohoo.
On Tuesday, September 6, Boohoo named the elder sister of Kim Kardashian and Kylie Jenner as "the brand's newest ambassador with a focus on sustainability." According to the press release, she'll be "delivering two capsule collections that have been created in tandem with a journey of investigation into opportunities for creating a more sustainable fashion future."
The news sent social media users into a rage as many saw her not fitting for the role. "A private-jetting Kardashian worth $65 million is now 'sustainability ambassador' for fossil fuel fashion brand boohoo, where she'll chat 'with sustainability experts to better understand challenges and opportunities in the fashion industry.' We absolutely KANNOT," one person reacted on Twitter.
Another compared Kourtney's partnership with the brand as tweeting, "Sustainability ambassador for Boohoo is like Ethics Advisor for the Conservatives," while a third critic compared it to "Burger King collaborating with a fitness influencer."
"just watched boohoo's announcement video in which Kourtney says 'like, worker welfare and textile waste'. are they not embarrassed!!?!?!" another fumed. A fifth called "bulls**t" on the collaboration as writing, "Kourtney Kardashian as Boohoo's sustainability ambassador. Biggest load of b*llocks - surely even ultra-fast fashion stans don't buy this utter BS?"
"Do you think Kourtney kardashian flew on her private jet to her Boohoo sustainable fashion line meetings?" another quipped, while someone else remarked, "You know what's sustainable? NOT MAKING A NEW COLLECTION WHICH FURTHER DEPLETES THE EARTH’S RESOURCES & EXPLOITS GARMENT WORKERS."
Celine Semaan, founder of Slow Factory Foundation, also weighed in on it, writing, "This is insulting to an entire community working tirelessly to educate / change / provide alternative solutions / invest in climate positive solutions - to hire someone promoting over consumption and capitalism is beyond absurd! Not that Boohoo cares.. They don't deserve our work."
Neither Kourtney nor Boohoo has responded to the backlash. Meanwhile, her sister Kim has recently revealed her efforts to help the planet after it was reported that her private plane emitted 4268.5 tons of carbon emissions (across just 57 flights) so far this year, 609.8 times more than the average person.
"I believe in climate change, and I believe that anything can help," the SKIMS founder told Interview magazine in an interview published on Tuesday. "But I also believe in being realistic and I think sometimes there's so much to worry about on this planet, and it can be really scary to live your life with anxiety."
"I have super climate change–involved friends, and I love learning from them," she added. "I do what I can, but you have to pick and choose what really works for you in your life." The 41-year-old went on admitting, "No one's going to be 100 percent perfect."
