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Kourtney Kardashian is mocked on social media after launching 'sustainable' BooHoo collab

The latest: A slew of social media users slammed the appointment of Kourtney Kardashian as ambassador for sustainability-focused fashion brand Boo Hoo, citing her famous family's reputation for excess

A number of social media users criticized the appointment of Kourtney Kardashian as ambassador for fashion brand BooHoo with a focus on sustainability.

Many pointed to the Kardashian family’s excessive reputation, while some said BooHoo wants to use the celebrity association to “greenwash” her reputation.

The 43-year-old reality star said in a statement on Tuesday, “When boohoo first approached me with this idea that was about sustainability and style, I was concerned about the impact the fast fashion industry was having on ours planets.

The latest: A slew of social media users slammed the appointment of Kourtney Kardashian as ambassador for sustainability-focused fashion brand Boo Hoo, citing her famous family's reputation for excess

The latest: A slew of social media users slammed the appointment of Kourtney Kardashian as ambassador for sustainability-focused fashion brand Boo Hoo, citing her famous family’s reputation for excess

One user wrote: “BOOHOO MAKE MORE S*** IS NOT SUSTAINABLE IN ANY WAY… Using a Kardashian is the perfect overconsumption tactic… Greenwashing with a popular celebrity so nobody has to think critically because she clearly has it all taken care of for us.”

“This can’t be real life… A Kardashian as a sustainability advisor?” This rock in space is actually ready for… This is the literally perfect culmination of all the crap that Boohoo could possibly roll up into one.

Another called the announcement the “joke of the day,” while one noted the famous family’s penchant for using private jets.

“A $65 million private jet Kardashian is now a ‘sustainability ambassador’ for fossil-fuel fashion brand, boohoo, where she will ‘chat with sustainability experts to better understand the challenges and opportunities in the fashion industry.’ We CAN absolutely NOT,” the user wrote.

Looking good: One user said that Boo Hoo wanted to greenwash his reputation by using the reality star

Looking good: One user said that Boo Hoo wanted to greenwash his reputation by using the reality star

Laughing: Another user called the announcement the 'joke of the day', while another noted the famous family's penchant for private jets

Laughing: Another user called the announcement the ‘joke of the day’, while another noted the famous family’s penchant for private jets

Unserious: Another user said that the company's decision to appoint a reality star instead of an established sustainability figure showed its general apathy towards the issue

Unserious: Another user said that the company’s decision to appoint a reality star instead of an established sustainability figure showed its general apathy towards the issue

Another user said that the company’s decision to appoint a reality star in place of an established sustainability figure showed its general apathy towards the issue.

“Boo Hoo’s new sustainability advisor???” the user wrote. “That’s how you know they don’t give a fuck. If it mattered to them, they would choose a real sustainability person instead of a reality TV star. we are in hell I am positive.’

One user noted that in its stated mission to promote sustainability, the brand “hired someone who promotes overconsumption and capitalism,” which was found “offensive” to those who genuinely care about the environment.

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“This is an insult to an entire community working tirelessly to educate / change / provide alternative solutions / invest in climate friendly solutions – hiring someone to promote consumption and capitalism is beyond absurd! Not that Boohoo cares. They don’t deserve our work,” the user said.

Poor mascot?  One user noted that in its stated mission to promote sustainability, the brand

Poor mascot? One user noted that in its stated mission to promote sustainability, the brand “hired someone who encourages overconsumption and capitalism.”

Don't buy: A number of users criticized the brand and its decision to name Kourtney Kardashian

Don’t buy: A number of users criticized the brand and its decision to name Kourtney Kardashian

In her statement, the eldest of the Kardashian sisters said that “speaking directly to industry experts has been an enlightening experience.”

In terms of sustainability, the clothing line will feature materials made from recycled fibers, sequins and polyester, as well as traceable cotton, according to the brand.

“There’s still work to be done and improvements to be made, but I truly believe that any progress we can make in terms of sustainability is a step in the right direction,” Kardashian said, “and will open up the conversation for future advances.” ‘

Sparkler: Kardashian donned a silver coat in a promotional clip for the brand

Sparkler: Kardashian donned a silver coat in a promotional clip for the brand

Staying in the loop: Kardashian spoke about

Staying in the loop: Kardashian spoke about “worker welfare” and “textile waste” in a segment on Boo Hoo’s YouTube.

Kardashian said in the segment,

Kardashian said in the segment, “Repurposing, repurposing, like I don’t have all the answers, but just like opening up and starting those conversations is really important.”

Making a difference: The reality star said she's

Making a difference: The reality star said she’s “just trying to broaden the conversation and hopefully make a difference” in terms of sustainability

BooHoo posted a collaboration promotional clip on his YouTube channel, which shows Kardashian modeling various styles of the line, as well as chatting with friends and experts about her goal with the new venture.

“Reusing, repurposing, like I don’t have all the answers, but just like opening up to have those conversations and get them going is really important,” Kardashian said.

She added, “I’m so excited to share everything I’ve learned on this journey with the world and just try to expand the conversation and hopefully make a difference.”

The line will premiere on September 13 at New York Fashion Week.

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