Fashion sustainability: Kourtney Kardashian aims to "make a difference" with boohoo

US socialite and media personality Kourtney Kardashian steps into the sustainability arena with this new partnership with British fast fashion company boohoo. The Manchester-based firm saw its share price plunge more than 80% over the past five years, despite its initial bucking of the Covid lockdown trend when its savvy switch to at-home wear and a 'Keep going, we're in this together' approach led to record-breaking sales. Its ability to dominate both 'What's Hot?' and 'What's Not?' rankings simultaneously is not limited to the latest reports: boohoo appeals to its 16-28 demographic by setting £5-£100 trendy garments alongside multimillion-dollar Insta-perfect lifestyles with the greatest of ease. As boohoo itself says: 'Our philosophy is pretty simple: we don’t take fashion or life too seriously and we’ve been pushing boundaries since 2006 to bring our customers all the latest looks for less'. Still recovering from allegations of poor labour and supply chain conditions, the company now invites us to "take a journey of discovery with Kourtney Kardashian Barker as she designs her first boohoo collection and learns about sustainability in the fashion industry. What does sustainability in fashion mean? In the series we get exclusive access as Kourtney discovers some of the key challenges facing the industry alongside experts to educate and inspire positive change." Said to be worth around $65 million, Kourtney is not the wealthiest of the celebrity 'K' sisters - her sister Kim is currently estimated to be worth a cool billion - but with nearly 200 million followers on Instagram and growing influence largely thanks to the variety of content she posts/promotes, she can only be a formidable force for team boohoo. Are we about to see a turnaround in the fast fashion world as the partnership does what it says it aims to and raises awareness and real change in young fashion habits? Or is it just another greenwash? Let us know your thoughts on this informative ad campaign, with glimpses of Kourntey's specially created boohoo collection for the cause.

Keywords: boohoo Kourtney Kardashian, fast fashion, fashion sustainability, Kourtney Kardashian sustainability, boohoo values