by Emily McIntyre
Kourtney Kardashian has recently created a clothing collection alongside being announced as a ‘sustainability ambassador’ in collaboration with BooHoo, a fast fashion company notorious for the rate at which they produce new garments and underpay their workers. These are both issues which the brand steers clear of addressing. Alongside Misguided, BooHoo, in 2019, was also named one of the least sustainable fashion brands in the UK, in a report published by the Environmental Audit Committee (EAC).
The first of Kardashian’s two collections will include 45 pieces, with most made from recycled materials including polyester and cotton, dropping September 13th. As well as this, it is said to be featuring two vintage biker jackets and pre-loved band tees, including a nod to husband, Travis Barker, through a Blink 182 - pushing BooHoo into the vintage market for the first time. Per a press release, it’s said Kourtney will be “delivering two capsule collections that have been created in tandem with a journey of investigation into opportunities for creating a more sustainable fashion future.’’
The new collection comes alongside a 4-part social series of documentary-style videos, presenting Kourtney to be extremely hands-on in the behind-the-scenes process as she investigates what it means to be sustainable whilst talking to experts all over the world about the matter. BooHoo have teased the series with one full video released on their Instagram so far, where they say that their aim is to ‘’inspire positive change towards a more sustainable future of fashion.’’
On the whole, the entire 6:09 minutes of the first video, titled ‘The Journey: Episode 1’ comes across as very staged, edited to give a false sense of stripped-back conscientiousness, whilst Kourtney explains how important it is to have conversations about ‘’like worker welfare and textile waste.’’ Adding very little to the actual conversation herself, it’s all very tone deaf and performative to see this 43-year-old multi-millionaire, who used to own/co-own two clothing boutiques herself, only just come to the realisation that we need to make ethical choices in the production and distribution of fashion.