Boohoo X Kourtney – “we’re in hell”

News broke yesterday that Kourtney Kardashian is to be the new ‘Sustainability Ambassador’ for Boohoo. I would have loved to be a fly on the wall when Boohoo made this decision – and here’s why.

Boohoo is a brand that has been slammed for its treatment of workers, its contribution to the fast fashion industry and its damaging impact on the environment. In 2020, Boohoo’s UK factories were found to be paying their workers a mere £3.50 an hour, while working in unsafe conditions. It’s clear the brand has an image problem, which needs to be fixed. In today’s age of brand accountability and transparency, Boohoo needs to do something pretty major to shake up its business model.

So what do they do? They create a role for a Sustainability Ambassador – ok, great – could this be someone that works in the field of sustainability and is passionate about changing fast fashion? Nope. It’s Kourtney Kardashian.

The timing could not be worse. The Kardashians have recently come under fire for using private jets to make short journeys. And the multimillion-dollar Kardashian is not known for holding back her extravagant lifestyle and mass consumption.

As a collaboration, it seems totally wrong. And the backlash has been seen all across Twitter and the news agenda, with accusations of greenwashing.

What is really sad, is that through this action, Boohoo has reaffirmed its lack of commitment to making a change for the good. In the words of one Twitter user “we’re in hell”.