Kardashian's recent collection comes one year after the reality TV star announced that she would be the new “sustainability ambassador” for Boohoo.
The collaboration encompassed two separate projects; the launch of a new ‘sustainable’ capsule, and a four-part investigation fronted by Kourtney exploring Boohoo’s “journey, from designing the Boohoo range to speaking to industry experts."
Fans were quick to slam Kourtney following the announcement of her first collaboration; pointing out the hypocrisy of a sustainability role in a brand that has been called out numerous times for not paying workers a fair wage.
The brand was investigated for modern slavery breaches in 2020, when reports revealed workers were paid as little as £3.50 an hour.
Others also pointed out that Boohoo as a brand is inherently unethical due to its ‘fast-fashion’ mentality and millions of items produced - many of which end up in landfill.
Boohoo has also faced criticism for not adequately addressing the topic of sustainability beyond production, with the brand admitting their sustainability markers are "limited to garment composition and does not apply to a product's full life cycle."
"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,” Kourtney explained via The Industry.
"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.”
Kourtney also admitted that Boohoo still has “lots of work to be done and improvements to be made,” but explained that she believes “any progress we can make when it comes to sustainability is a step in the right direction and will open up the conversation for future advancements."
Despite Kourtney's statement, many fans were not impressed with her collaboration, accusing both her and Boohoo of “greenwashing” - an environmentally-focused PR stunt that doesn't actually include any genuine action.
“Are we being punked?” one fan asked, whilst another explained that “positive change would be to stop overproducing poor quality clothes made by underpaid workers.”
WATCH: Sustainable Australian lingerie brands
Fair fashion campaigner Venetia La Manna took to Instagram to share their perspective following Kourtney's first collaboration, writing, “We have reached peak fashion greenwashing. Private-jetting @kourtneykardash has been announced as the ‘sustainability ambassador’ for fossil fuel fast fashion brand @boohoo.”
“Kardashian Barker – who was publicly outed for overusing water in a drought – is to host a series of interviews with ‘sustainability experts to discuss the ‘challenges’ and ‘opportunities’ that the fashion industry faces.
“There was the ‘opportunity’ for this celebrity worth $65 million to turn down this contract and instead give a platform to what truly sustainable and ethical fashion looks like (spoiler alert: not boohoo).”
Many others echoed similar concerns - asking if Kourtney, who was called out by The Los Angeles Times last month for overusing water during southern California's worst drought on record is the right person to front a sustainability campaign.
Sister Kim also shared her thoughts on global warming in an interview with Interview Magazine, in September 2022, in which she was asked if she felt like she was doing “anything to combat and prevent that.”
“I believe in climate change, and I believe that anything can help. But I also believe in being realistic and I think sometimes there’s so much to worry about on this planet, and it can be really scary to live your life with anxiety,” she explained.
“I have super climate change-involved friends, and I love learning from them. I do what I can, but you have to pick and choose what really works for you in your life.”
However, she also added that “no one’s going to be 100 per cent perfect.”