Kourtney Kardashian has been unveiled as the new sustainability ambassador of Boohoo – a move that only serves to distract from the vast array of issues involved in the production of fast fashion.
Kourtney Kardashian is the new sustainability ambassador of Boohoo – a move that can only be viewed as another blatant attempt atin the fashion industry. The reality star released her first of two capsule collections with the ultra fast-fashion brand during New York Fashion Week. The clothes, including pieces made from recycled fibres and two vintage biker jackets, will also be available to rent via Hirestreet in a bid to “extend the life cycle” of the garments.
Collaborations such as these only serve to distract from the wide array of environmental and ethical issues involved in the production of fast fashion. Consider this: the initial 45-piece capsule collection created in partnership with Kardashian represents a tiny fraction of the estimatedthat are sold on the site every year. And while 41 out of the 45 pieces contain a percentage of recycled fibres , that in itself doesn’t make the collection sustainable.
From an ethical perspective, the issue of fair pay and safe working conditions for garment workers remains a concern. Boohoo states that 12 of the styles are made in their newly-opened UK factory, which the brand claims is aConsidering the cheapest item in the new collab costs £5, though, it’s difficult to see how workers across the supply chain were paid a living wage to produce that garment.
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