Kourtney Kardashian is one of the hottest stars in the celebrity realm. She is currently enjoying life with Travis Barker, whom she married three months ago. Kourtney was recently named as the new ambassador for the UK-based fashion brand, and now she is already facing criticism as a result.

Kourtney Kardashian’s appointment as a “sustainability ambassador” for the fast fashion brand BooHoo was slammed on social media. On Tuesday, the reality star was named the new ambassador for the UK-based fashion retailer. She is teaming up with the brand on a partnership centered on sustainable, conscious practices, which will result in the launch of two 46-piece limited edition collections.

Following the announcement of the collaboration, social media went into overdrive, highlighting the Kardashian family’s reputation for excess. Following public criticism of its business practices, several chastised Boohoo for using celebrity association to ‘greenwash’ its reputation. On Tuesday, the reality star addressed it in a statement.

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.

It’s been an enlightening experience speaking directly with industry experts.

There’s still lots of work to be done and improvements to be made, but I truly believe that 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.

The first of two collections, which will debut at New York Fashion Week on September 13th, will include 46 limited-edition pieces made from recycled fibers, traceable cotton, recycled sequins, and recycled polyester. However, the partnership was highly criticized on Twitter. A commenter even stated that the company’s choice of a reality star over an established sustainability expert indicated its general apathy toward the issue.

A private-jetting Kardashian worth $65 million is now ‘sustainability ambassador’ for fossil fuel fashion brand boohoo, where she’ll chat ‘with sustainability experts to better understand challenges and opportunities in the fashion industry. We absolutely KANNOT.

BOOHOO MAKING MORE S*** IS NOT SUSTAINABLE IN ANY WAY … Using a Kardashian is the perfect overconsumption tactic … Greenwashing us with a popular celebrity so no one has to do any critical thinking because she’s clearly done it all for us.

This can’t be real life … A Kardashian as the sustainability advisor?? This rock in space is actually done for … This is the literal perfect culmination of all the crap Boohoo can possibly do rolled into one.

Boo Hoo’s new sustainability advisor??? This is how you know they don’t give a f***. If they cared they’d pick an actual sustainability person instead of a reality tv star. We are in hell. I’m convinced.

This is insulting to an entire community working tirelessly to educate / change / provide alternative solutions / invest in climate positive solutions – to hire someone promoting over consumption and capitalism is beyond absurd! Not that Boohoo cares.. They don’t deserve our work.

In 2019, the UK Parliament’s Environmental Audit Committee named Boohoo one of the least sustainable fashion brands. Kourtney has to present a stronger argument to tackle this. Let’s see what happens. To get the latest updates, keep an eye on Thirsty.

What are your thoughts on this collaboration? Let us know in the comments!

Shivangini Rawat

Shivangini is a law student with a passion for writing and music. She writes for Thirstyfornews and enjoys cooking, baking, and playing various instruments. In her free time, she watches movies, TV shows, and anime, with a love for bands like Alcest and Scorpions.

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