In 2023 the word sustainable holds a significant meaning to consumers, as people turn toward sustainable clothing brands at greater rates than ever. The sudden change has caused brands to come out with 'sustainable' lines and environmental goals to appeal to consumer demands. But in reality, these claims of sustainability are falsely creating the illusion for consumers that purchasing from these lines and brands is helping with environmental action. This could not be further from the case, and Kourtney Kardashian's 'sustainable' collaboration with Boohoo fashion is indicative of this.
In 2022, Kourtney Kardashian teamed up with Boohoo fashion to create a 45-piece sustainable fashion line in an effort to move toward a more green fashion industry. However, with 41 of the 45 pieces only being partially made of recycled fabrics, it became very apparent that the line is anything but sustainable. By turning toward 'sustainability' and creating 'sustainable' lines, the company is expecting consumers to turn a blind eye to the ongoing ethical problems of the brand. In Boohoo's case, the positive feedback to Kourtney Kardashian's line worked for the most part as many consumers still purchased from the company despite its contributions to the fast fashion industry and unethical treatment of workers.
However, activists have recently put the company in the spotlight as one of the worst cases of greenwashing, and Boohoo's appearance at sustainable fashion panels during London Fashion Week prompted many protests earlier this month. Insisting that the company pay its workers a liveable wage and remove its false claims of sustainability, protesters shed light on the growing problem of greenwashing. This is a truly terrifying time in sustainable fashion as many brands are falsely labelling themselves as 'sustainable' in an attempt to make a quick dollar.
The scariest thing about the ongoing problem of greenwashing is how common it is becoming within the fashion industry and how difficult it is becoming to spot. As consumers in this day and age, it is important to pay attention to brands' false claims of 'sustainability' if progress is to be made in the fight for sustainable fashion. Kourtney Kardashian's collaboration with Boohoo showcases the importance of double-checking sustainable claims to combat greenwashing.
留言