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Kourtney Kardashian's greenwashing Boohoo collaboration puts profit over klimate krisis

Kourtney Kardashian, pictured in her Boohoo line, continues to feign environmental concern despite fast fashion's footprint.  – Photo by Boohoo / Instagram

In recent years, fast fashion has taken over every closet in the world. Trendy yet cheap clothes are hard to pass up on, especially since our society is insistent on keeping up with the latest styles with the threat of being ostracized by others.

Although fast fashion can be tempting, it poses a significant threat to the environment as many businesses cut corners to produce as many clothes as possible. One of the leading fast fashion companies that contributes to this environmental damage is the British brand Boohoo. Earlier this month, Boohoo announced that it's collaborating with celebrity royalty: Kourtney Kardashian.

Although many thought it was odd that Kardashian was collaborating with a brand that knowingly disregards the environment for its own personal gain, Kardashian is not a stranger to fast fashion brands in the past.

It was later clarified that Kardashian has become a "sustainability ambassador" for the brand and that all partnerships will "inspire positive change towards a more sustainable future of fashion."

Yet while claiming that the company is moving in the direction of a more environmentally-friendly production of clothes with Kardashian, Boohoo is creating thousands of clothing pieces each day that destroy the planet.

The first collection to be released will use recycled polyester and recycled cotton. Despite "recycled" being in the title of this so-called "sustainable" collab, recycled polyester does not biodegrade but rather develops into microplastics that are more harmful

Many people can’t help but suspect that Kardashian and Boohoo are greenwashing and lying to consumers who have the pure intention of wanting to buy more sustainable clothing. It's extremely hard for many shoppers to source ethically made clothes, and these brands are tricking consumers into thinking they are environmentally friendly.

Kardashian herself brought up sustainability in talks with Boohoo for a collab, saying, "When Boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet. Boohoo responded with excitement and a desire to incorporate more sustainable practices into our line. It’s been an enlightening experience speaking directly with industry experts.”

It seems ironic that Kardashian is desperately attempting to convince her fans that Boohoo is becoming more sustainable when the company continues to release clothing that is made unethically. Even the clothing that she is trying to convince us is sustainable still utilizes greenwashing fabric that still harms the planet.

A few years ago, the reality star ago collaborated with PrettyLittleThing, another fast fashion brand under the same group as Boohoo. This raises a question: Why didn't she care about creating a sustainable brand a few years ago? Kardashian even claimed that she was hesitant about Boohoo since the brand is fast fashion, yet she didn’t care when collaborating with PrettyLittleThing.

Not only has Kardashian worked with fast fashion brands in the past, but it was also revealed by Calabasas City Council that she exceeded her water allowance by more than 100,000 gallons despite California’s constant drought emergency despite reposting a "CO2 tracker" to her Instagram story and captioning it “Time to get our shit together.”

Boohoo, comparably, has had years worth of covering up with minimal information on how the company produces its clothing and what it does with all its waste. The fact that the brand produces such a massive amount of product in such little time proves its crimes against the planet. It's impossible to do that in a sustainable way.

This collaboration is ultimately a money-driven endeavor to clean up Boohoo’s not-so perfect image. It's painfully obvious that Boohoo is a fast fashion brand, and day by day, it is are losing customers due to fast fashion growing out of popularity.

This Kardashian collaboration is a last-ditch attempt to fix its already ruined image, but consumers and fans can see right through it.

As fashion advocate Venetia La Manna tweeted "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."

Kardashian posing to care about the planet with Instagram criticism and a new “sustainable” clothing brand while hypocritically using overconsuming water and using non-sustainable materials for her clothes just reveals she can’t be trusted with her environmental agenda.


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