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Fashion brand Boohoo names Kourtney Kardashian its sustainability ambassador, internet just 'kannot' take it

'Greenwashing us with a popular celebrity so no one has to think critically, because she's clearly done it all,' a netizen tweeted

MANCHESTER, UK: Netizens have have strongly criticised Kourtney Kardashian for being chosen as the sustainability amabassador for fast fashion brand Boohoo. While several cited the Kardashian family's propensity for excess, others claimed Boohoo was attempting to "greenwash" the family's image by associating it with celebrities.

"When Boohoo first approached me with this idea, which was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet," the 43-year-old reality star said in a statement on Tuesday, September 6, as per The Daily Mail.

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In her statement, the eldest of the Kardashian sisters said,  "It was an enlightening experience to speak directly with industry experts.” According to the firm, the fashion collection will include traceable cotton and materials made from recycled fibres, sequins, and polyester. “There’s still a lot 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,” Kardashian said, “and will open up the conversation for future improvements.”

Many social media users have criticised Kourtney's selection as the ambassador for Boohoo, which focuses on sustainability, while pointing to her family's history of overusing resources, which includes lavish trips on private jets and gigantic parties.

As usual, netizens did not hold back as they expressed their outrage. One user wrote: “BOOOO DOING MORE S*** IS NOT SUSTAINABLE IN ANY WAY… Using the Kardashians is the perfect overconsumption tactic… Greenwashing us with a popular celebrity so no one has to think critically, because she's clearly done it all." "This can’t be real life…Kardashian as a sustainability advisor?? This rock in space was actually made for… It’s literally the perfect culmination of all the crap Boohoo can do rolled into one," the same user also wrote in another follow-up tweet about the matter. Another called the announcement “the joke of the day”, while one person noted the famous family’s penchant for using private jets.“A private-jetting Kardashian worth $65 million is now "sustainability ambassador" for fossil fuel fashion brand boohoo, where she'll chat "with sustainability experts to better understand challenges and opportunities in the fashion industry." We absolutely KANNOT.” the user wrote.

“This is insulting to an entire community that works tirelessly to educate/change/provide alternative solutions/invest in climate positive solutions – to hire someone who promotes consumerism and capitalism is beyond ridiculous! Not that Boohoo cares.. They don’t deserve our business,” a different user commented. Many users criticised the company and its choice to work with Kourtney. 

This article contains remarks made on the Internet by individual people and organizations. MEAWW cannot confirm them independently and does not support claims or opinions being made online.