Kourtney Kardashian as the face of Boohoo sustainability is greenwashing

Greenwashing is essentially when brands do public relations stunts to convince shoppers that its methods are “planet friendly” (Photo by John Shearer / Getty Images)

Moving from private jets and gasoline cars; pictured draped on loungers in a string of bikinis (no two are rarely alike) and laughing on yachts surrounded by crystal clear waters: Kourtney Kardashian Barker’s Instagram account is very different from mine.

So you can’t blame me for being surprised and utterly disgusted that Boohoo chose her as its new sustainability ambassador.

Having a Kardashian as the face of sustainability is the pinnacle of greenwashing. It is the pinnacle of hypocrisy.

Greenwashing is essentially when brands do public relations stunts to convince shoppers that its methods are “compatible with the planet,” even though they have made very little genuine change or effort to be sustainable.

So for Boohoo to make a woman like Kardashian Barker – who has done almost nothing significant that has had a positive impact on the environment – an ambassador for sustainability, is truly shameful.

We take the environment in my apartment seriously. Well, as serious as a 30-year-old married couple living in London can do.

My husband and I do not eat meat, nor do we drink milk. We do not drive, we opt for bicycles or public transport; we haven’t been overseas this year and skip those plastic bags in supermarkets when buying fruit and vegetables, buying them in bulk instead.

We reuse film and film; recycle everything (including receipts), compost, do extensive research on palm oil in products and I am also known that I do not water after peeing in my apartment to save water (I close the lid which is more than I can tell for many men).

We buy new clothes only as a last resort, buying second hand if we can, or from a “reputable” manufacturer with environmental claims that stand. I haven’t shopped on Amazon or ASOS in years and proudly have never shopped at Shein, Pretty Little Thing, Missguided or Boohoo.

In contrast, Kourtney Kardashian Barker is pictured in a new dress or bathing suit constantly in a lavish and remote location around the world on her Instagram. Places we could only dream of seeing.

She regularly enjoys herself on one of her super-wealthy family’s luxury private jets – Kim’s is worth $ 150 million (£ 129 million), reportedly costing her $ 400,000 worth of fuel, while her sister Kylie makes nine-minute journeys with its $ 72 million (£ 62 million) Jet.

But that’s all right, everyone: Kourtney advertised with her family last month and shared a post about rising C02 rates around the world in her Instagram Stories earlier this year, with the words: ” It’s time to put our bullshit together. ” Although using her sister Kim’s private jet emits 609.8 times more carbon dioxide than the average person in a year, somehow this ensures that Kourtney is the face of sustainability at Boohoo.

It stinks of privilege.

In 2019, Boohoo was named one of the UK’s least sustainable fashion brands by the Environmental Audit Committee (EAC), due to the fact that the company was apparently not doing enough to reduce its carbon footprint.

The following year, the Good On You brand ethics app and site rated Boohoo “Not Good Enough” due to the fact that it does not use environmentally friendly materials, with “no evidence” that it is taking “significant action” to reduce. the use of hazardous chemicals – or water.

The ultra-fast fashion brand, reported by Vice in 2020 for uploading nearly 800 one-of-a-kind garments per week, arguably adds to the textile industry’s 1.2 billion tons of CO2 each year, plus international aviation and navigation put together.

Kourtney Kardashian and Travis Barker kiss on a boat

Having a Kardashian as a sustainability testimonial is greenwashing at its best (Photo: Robino Salvatore / GC Images)

Surprisingly, clothes collection company Clothes Aid has estimated that 30% of our unwanted clothing goes to landfill – worth £ 140 million – after an average of five weeks of use, with 35% of the microplastics found in the landfill. ‘ocean also comes directly from synthetic clothing.

Boohoo has also been targeted multiple times for staffing issues. In 2020, an undercover reporter claimed that his workers in Leicester were only paid £ 3.50 an hour, which is nearly half the national minimum age for people over 18, despite the fact that last year a brand value was estimated at £ 3.5 billion.

According to clothing workers’ rights group Labor Behind the Label, staff apparently worked during the lockdown, with claims from Boohoo suppliers operating without social distancing measures within factories, while brand boss Mahmud Kamani, whose company has denied any wrongdoing, would have been set to get a £ 50 million bonus last year (if specific conditions were met).

In the wake of these allegations, Boohoo last year faced a possible import ban from the United States because electoral group Liberty Shared said it wasn’t doing enough to stop forced labor in its factories. The brand declared itself ignorant, saying it “was not aware” of such investigations.

Enter Kourtney Kardashian. Boohoo has shelled out for a well-known face and a socially acceptable body, reportedly worth $ 65 million, to be part of a trendy and topical sustainability campaign.

Unsurprisingly though, brands like Boohoo are renowned for shelling out ‘hot’ names of the moment to lead marketing campaigns, including previous Love Island contestants Maura Higgins, India Reynolds, Kaz Crossley, Alexandra Cane and Kendall Knight for its women. gamma and Josh Denzel and Wes Nelson for BoohooMAN.

Let’s not forget that Molly-Mae Hague was awarded the first place of Creative Director at PrettyLittleThing for … being a second at Love Island. Or the countless model and influencer contracts of villa Love Island’s fresh clothing lines manage to fill up with other online fashion brands, simply armed with pretty, wrinkle-free faces and pockets full of followers.

At the launch of her first collection today, Kourtney said she was “concerned about the impact of fast fashion on our planet” and is ready to launch a “sustainable” capsule with the brand, ironically with advice for shoppers on how to shop. in a more ethical way, as well as conducting a series of social content.

The range is priced from £ 5 to £ 75, with clothing made from recycled polyester and recycled cotton. Revolutionary.

On the one hand, you might argue that it’s a good thing: to attract the crowd of Kardashian sheep who may never have considered the planet or sustainability. Those who may now be eco-aware based on the fact that a famous face says so.

Even if I think it’s silly, it could be useful. I’ll believe it when I see it, though.

But, if you’re shopping from Boohoo in the first place, I’m sorry, but there’s no way you really care about the planet, given its alarming past and present.

It’s time to stop keeping up with the Kardashians and abandon the hypocrisy of fast fashion forever. These celebrities don’t live in the real world, with problems in real life, so don’t accept this latest facade. It will only make things worse for us and for future generations.

Cheap clothes have a high cost, a cost to the well-being of the workers and to the planet.

After all, you won’t be such a pretty thing in your new clothes when the world is on fire.

Do you have a story you would like to share? Get in touch by sending an email to jess.austin@metro.co.uk.

Share your views in the comments below.

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