Kourtney Kardashian has broken her silence after a flood of backlash in response to her latest career move, which saw her named fashion brand boohoo’s sustainability ambassador.
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Fans were fuming when the reality star announced the news last week, with many taking to social media to accuse her of “hypocrisy” and the brand of “greenwashing”.
Given the label has repeatedly been called out for its unfair production conditions and Kourtney owns more clothes than one person could ever need, people slammed the move as totally “tone deaf”.
Fair fashion campaigner Venetia La Manna said at the time, “We have reached peak fashion greenwashing. Private-jetting @kourtneykardash has been announced as the ‘sustainability ambassador’ for fossil fuel fast fashion brand @boohoo.”
Now Kourtney herself has responded to the outrage in a lengthy Instagram caption accompanied by three photos of her wearing pieces from her new collection with the brand.
“I went back and forth about doing this collection with @boohoo because the first thing I think about when I hear the words ‘fast fashion’ is that it’s bad for our planet,” she confessed.
“Boohoo approached me to be a sustainability ambassador, and though I knew it would get backlash because the two just don’t go hand in hand, I thought about the fact that fast fashion, or the fashion industry in general, isn’t going anywhere.
“I thought about the attention this collaboration would bring to people who may otherwise have no idea about the impacts of fast fashion on our planet. I thought about how pushing Boohoo to make some initial changes and then holding them accountable to larger change would be impactful.
“It’s definitely making some noise which is exactly what I was hoping for. I certainly don’t have all the answers, but for someone who has done a fast fashion line collaboration in the past, which didn’t get backlash because I was not calling attention to trying to make better changes, I feel proud about doing it with intention and purpose.”
Kourtney then called for experts to share their ideas and suggestions with her, adding that she and the boohoo team “want to help”.
“I will be elaborating on their changes, how we’ve made this line more sustainable, and what I’ve learned we as consumers can do to help… all to come!!,” the 43-year-old concluded.
While some fans said her statement proved she and the label genuinely want to do good and work towards a more sustainable future for fashion, others called it a “cop out”.
Several noted that if boohoo really wanted “ideas and suggestions” rom experts, they should have chosen someone with a background in sustainable fashion for the ambassador role instead of Kourtney.
One tweeted: “Neither boohoo nor Kourtney Kardashian Barker would know sustainability if it punched them in the f—ny.”
If you missed the original drama over her being named the brand’s sustainability ambassador, you can read up on it here.
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