Kourtney Kardashian has spoken out against the online backlash over her namesake collaboration with British fast fashion brand Boohoo. The star’s announcement came ahead of Monday night’s New York Fashion Week show after her first collection was launched on the Boohoo website.
Kardashian took to Instagram to discuss her reasons for joining Boohoo as the brand’s new sustainability ambassador, especially given the backlash against the collection’s environmental efforts. Fast fashion has traditionally had a negative impact on the environment due to overproduction and consumer waste, and Boohoo’s product line seeks to counter it with two styles derived from vintage as well as recycled textiles, sequins and polyester, traceable materials and transparent clothing creation messages This situation.
“Boohoo asked me to be a sustainability ambassador, and while I know there’s going to be a backlash because the two can’t go hand-in-hand, I don’t think fast fashion or the fashion industry in general is going anywhere,” Kardashian wrote in her caption road. “It definitely makes some noise, which is what I was hoping for. I certainly don’t know all the answers, but for people who have worked with fast fashion brands in the past because I didn’t draw attention to making a better change There was no backlash, and I am proud to have done so with intent and purpose.” 
Kardashian also encouraged those working in sustainability to contact her, adding that she is eager to learn more and make a positive impact on the planet.
“I invite any experts with ideas and suggestions (I’ve met some of you and will definitely reach out to talk and learn more) to lend a hand,” she said. “I wanted to help, and based on my experience working with the teams I’ve worked with at Boohoo so far, so did they. I’ll detail their changes, how we can make the line more sustainable, and what I’ve learned Here comes what we as consumers can do to help…everything comes!!”
Earlier this month, Boohoo announced it had invited the “Kardashian” star to collaborate with the brand on two upcoming sustainable capsule collections focused on tackling sustainability challenges and helping others make eco-friendly Shopping decisions. The first grunge-inspired 45-piece collection, as shown in the accompanying ad starring Kardashian, includes dresses, coats and athleisure, as well as boots, heeled sandals and Wedges.
The series’ debut will be revealed through multiple activations. One is an upcoming content series in which Kardashian talks to experts in textiles, upcycling and worker benefits, including Stephanie Sheppard, Tim Nelson, John Hickling, Christina Dean , Steven Bethel and Patrick Duffy. Following the release of the first collection, a see-now-buy show will be held during New York Fashion Week. A second collection will be launched in spring 2023.
In addition to Kardashian, Boohoo has launched a number of campaigns and series, including her stepson Landon Barker, Megan Fox, Major Tabria, Taylor Hill and City Girls.
