Kourtney Kardashian is mocked on social media after launching ‘sustainable’ BooHoo collab

Kourtney Kardashian’s appointment as a ‘sustainability ambassador’ for the fast fashion brand BooHoo has been slammed on on social media.

The US reality star, 43, was announced as the new ambassador of the UK-based fashion retailer on Tuesday, teaming up with the brand on a partnership focused on sustainable, conscious practices which will see the launch of two 46 limited edition piece collections.

After the collaboration was announced social media went into overdrive, pointing out the Kardashian’s family reputation for excess, while some slammed Boohoo for using the celebrity association to ‘greenwash’ its reputation, following public criticism of its business practices.

Criticism: Kourtney Kardashian's appointment as a 'sustainability ambassador' for the fast fashion brand BooHoo has been slammed on on social media

Criticism: Kourtney Kardashian’s appointment as a ‘sustainability ambassador’ for the fast fashion brand BooHoo has been slammed on on social media

The reality star, 43, said in a statement on Tuesday, ‘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,’ Kardashian added

The first of two collections will include 46 limited-edition pieces using recycled fibers, traceable cotton, recycled sequins and recycled polyester, which will debut at New York Fashion Week on September 13.

Having a laugh: After the collaboration was announced social media went into overdrive, pointing out the Kardashian's family reputation for excess

Having a laugh: After the collaboration was announced social media went into overdrive, pointing out the Kardashian’s family reputation for excess

Looking good: One user said that Boohoo was looking to greenwash its reputation in using the star, who is teaming up with the brand on a partnership focused on sustainable practices

Looking good: One user said that Boohoo was looking to greenwash its reputation in using the star, who is teaming up with the brand on a partnership focused on sustainable practices

The collaboration has been heavily critcised though with one tweeter summing it up as: ‘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 CANNOT.’

‘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,” pointed out another.

‘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.’

Unserious: Another user said that the company's decision to appoint a reality star as opposed to an established sustainability person indicated its general apathy toward the issue

Unserious: Another user said that the company’s decision to appoint a reality star as opposed to an established sustainability person indicated its general apathy toward the issue

Another user said that the company’s decision to appoint a reality star as opposed to an established sustainability person indicated its general apathy toward the issue.

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

One user noted that the brand, in its stated mission to promote sustainability, hired ‘someone promoting over consumption and capitalism,’ which came off as ‘insulting’ to those truly passionate about environmental causes.

‘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,’ the user said.

Poor mascot?  One user noted that the brand, in its stated mission to promote sustainability, hired 'someone promoting over consumption and capitalism'

Poor mascot? One user noted that the brand, in its stated mission to promote sustainability, hired ‘someone promoting over consumption and capitalism’

Not buying it: The first of two collections will include 46 limited-edition pieces using recycled fibers, traceable cotton, recycled sequins and recycled polyester

Not buying it: The first of two collections will include 46 limited-edition pieces using recycled fibers, traceable cotton, recycled sequins and recycled polyester

Sparkler: Kardashian donned a silver coat in a promotional clip for the brand

Sparkler: Kardashian donned a silver coat in a promotional clip for the brand

Staying up to date: Kardashian spoke about 'worker welfare' and 'textile waste' in a segment on Booho's YouTube

Staying up to date: Kardashian spoke about ‘worker welfare’ and ‘textile waste’ in a segment on Booho’s YouTube

Boohoo released a promotional clip for the collab on its YouTube channel, showcasing Kardashian modeling different fashions in the line in addition to chats with friends and experts about her goal with the new endeavor.

“Reusing, repurposing, like I don’t have all the answers but just like opening up to have these conversations and get it started is really important,” Kardashian said.

She added: ‘I am so excited to share everything that I’ve been learning on this journey with the world and just trying to like broaden the conversation and hopefully make a difference.’

Kardashian said in the segment, 'Reusing, repurposing, like I don't have all the answers but just like opening up to have these conversations and get it started is really important'

Kardashian said in the segment, ‘Reusing, repurposing, like I don’t have all the answers but just like opening up to have these conversations and get it started is really important’

Boohoo was named one of the least sustainable fashion brands by the UK Parliament’s Environmental Audit Committee in 2019.

The brand later promised they had a ‘clear strategy’ for being more sustainable.

The retailer’s CEO John Lyttle told the BBC last year that ‘20% of all our ranges will be sustainable this autumn… 40% next spring/summer.’

In addition, it was alleged in 2020 that some factories in the UK working for the firm were paying staff as little as £3.50 an hour and had working conditions which did not meet lockdown restrictions.

Making a difference: The reality star said she was 'just trying to like broaden the conversation and hopefully make a difference' in terms of sustainability

Making a difference: The reality star said she was ‘just trying to like broaden the conversation and hopefully make a difference’ in terms of sustainability

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