Fast Fashion or Fast Money?
Kourtney Kardashian Barker’s ambassadorship with notoriously unsustainable fashion brand: Boohoo.
by ARYN CHARTOCK ★ SEPTEMBER 26, 2022
On September 6, 2022, Kourtney Kardashian Barker was named the new brand ambassador of Boohoo. Her partnership with the company focuses on the sustainability aspect of the fast-fashion brand. It seems like a whole lot of hypocrisy when you compare the idea of sustainability and the Boohoo brand and Kourtney Kardashian Barker knows it. She posted on her social media platforms that she expected backlash “because the two just don’t go hand in hand.” However, fans, supporters, and those concerned about the extremely negative side of fast fashion remain confused and aggravated about her justification behind this decision.
Fans left comments on her social media claiming “fast fashion will never be sustainable,” “Boohoo’s entire business seems inherently at odds with anything close to sustainable,” and pointing out the investigations Boohoo is currently undergoing for rumors of modern-day slavery. Fortunately, now that times have progressed, people across the globe are more aware of the horrible impacts fast fashion has on everyone from children to the elderly. Boohoo gets its materials supplied by factories in Leicester- across the globe. Forbes addresses concerns with Boohoo, by noting that “this is not the first time that allegations of modern slavery in Leicester garment factories have been made” and that these factories “were paying workers less than the minimum wage” (Busby, 2020).
The fast-fashion industry is growing like never before, even though its contributions to the planet are detrimental. More than “60% of fabric fibers are now synthetics, derived from fossil fuels, so if and when our clothing ends up in a landfill (about 85 percent of textile waste in the United States goes to landfills or is incinerated), it will not decay” (Thomas, 2019). In other words, the fast-fashion industry contributes to the global climate crisis we are currently facing. Other companies like Zara, Shein, Zaful, and even sellers on Amazon all use elements of fast fashion, contributing to the downfall of our planet.
However, research shows that we are at a point in time where we can change the industry. “There is plenty of bubbliness and glamor for fashion lovers” (Thomas, 2019). The fashion industry is a booming business and helps shape our culture. The Kardashian Family definitely plays a role in connecting to the unification of the fashion industry as a whole. However, their influence on all generations proves to be extremely prominent and brand deals like Kourtney Kardashian Barker partnering with Boohoo only take us one step back.
Kourtney Kardashian Barker’s brand deal with Boohoo not only encourages Boohoo’s sales but also sets a precedent for other celebrities. Many influencers on platforms such as Instagram, TikTok, and Snapchat partner up with fast-fashion brands without knowing the consequences of these actions. Sure, they get a great paycheck and lots of cute clothes, but they encourage their young viewers to buy fast-fashion clothing, ultimately promoting fast fashion as a whole. After the COVID-19 pandemic, people began to really recognize the importance of small-business love and appreciation. In order to help diminish the power of fast fashion, it is recommended to “shop small” and look out for companies that “reduce clothing waste while producing trendy clothes from pre-existing material” (Paul, 2022).
The fact that Kourtney Kardashian Barker received such backlash with this collaboration proves that we are at a point in history where change is possible. It is in the power of our generation— and college students—to recognize the flaws of the fast-fashion industry to create improvement. While there is no reason to shame Kourtney Kardashian Barker for this brand deal, as she seems to have good intentions, it is important to pay attention to whether or not she really creates positive change. The ball is in her KOURT now and I hope to see her take control of the sustainability aspect of Boohoo and other fast-fashion brands in the future.
Shop her line HERE.
Sources:
https://people.com/style/kourtney-kardashian-addresses-boohoo-collab-backlash/
https://www.nytimes.com/2019/09/03/books/review/how-fast-fashion-is-destroying-the-planet.html