Kourtney Kardashian slammed over ‘DISGUSTING’ new role

Fast fashion giant Boohoo has teamed up with Kourtney Kardashian Barker. The punchline, according to plenty of people fuming on the internet? It’s all in the name of sustainability.

The e-retailer — named one of the least sustainable fashion brands by the UK Parliament’s Environmental Audit Committee in 2019 — announced a 45-piece collaboration and appointment of Kardashian Barker as their “sustainability ambassador” in a press statement on Wednesday.

“When Boohoo first approached me to collaborate on a line I was concerned about the effects of the fast-fashion industry on our planet,” the reality TV star said.

“I’m grateful for the opportunity to use my platform to drive conversations that lead to ongoing change and use my voice to share actionable tips with consumers on how we can play our own part.

“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.”

The first part of the collection will be unveiled during New York Fashion Week on September 13.

However, the influencer’s optimism was met with outrage and fury online as internet users dubbed the collaboration “tone deaf”.

“If they really cared, they would hire someone that’s educated and experienced. This PR move is so disgusting that I’m laughing,” commented one user.

“There’s absolutely nothing sustainable about fast fashion,” wrote another.

Social media watchdog account Diet Prada — known to be the most feared Instagram account in fashion — shared their thoughts on the collab to their 3.2 million followers.

“While it sounds great that any member of the notoriously unsustainable Kardashians would pick up this cause, the execution leaves much to be desired,” the post read.

“Using massive celebrity influence to sell more stuff will never be the solution, no matter how much recycled material is used. We all know that the most sustainable garment is the one you already own.”

The post was flooded with comments slamming the collaboration for green-washing, a phrase used to describe a marketing strategy known to deceive or persuade the public that an organisation’s products, aims and policies are environmentally friendly.

“This is just mutually beneficial greenwashing, except both sides have THE WORST track record,” one comment read.

“So now she is going to convince you to buy bulks of clothes that are not sustainable AT ALL, while taking a private jet.”

In 2020, Boohoo was accused of modern slavery after an investigation by The Sunday Times UK revealed the company was paying its garment workers an hourly wage of £3.50.

In the same year, the company scored less than 10 per cent on the Fashion Transparency Index.

Boohoo’s website claims their 2025 goal is to create “no textile waste to landfill in UK supply chain”, despite having a track record of releasing more than 770 garments per week.