Kourtney Kardashian's Controversial BooHoo Collab: Empowering Change or Mere Publicity Stunt?

Kourtney Kardashian expressed no regrets about teaming up with BooHoo during the latest episode of The Kardashians. The 44-year-old reality star shared her thoughts on the criticism she received for collaborating with the brand and serving as its sustainability ambassador.

"A lot of criticism was directed towards me, and I actually welcome it because I believe I have the opportunity to bring greater attention to this problem," Kourtney expressed during a meeting with Sam Hellisgo, the brand director of BooHoo.

This conversation occurred a few months after Kourtney unveiled her debut collection with the company at New York Fashion Week in September 2022. During that time, fans expressed dissatisfaction with Kourtney's collaboration with a fast fashion brand. Many deemed the partnership hypocritical, considering Kourtney's strong commitment to environmental consciousness, while fast fashion brands often generate ethical concerns.

“This is not an individual's issue,” commented Kourtney in the Thursday episode. “This is a significant challenge faced by the global fashion industry as a whole, including the fast fashion sector.”

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Kourtney expressed that she gained valuable knowledge from her first collection. She emphasized the importance of receiving feedback, even if it was harsh, which is why she shared her work. She expressed her desire to continue learning and clarified that she never claimed to be an expert in sustainability. Kourtney hoped that people would understand the contradiction between the fast fashion industry and sustainability. Additionally, she acknowledged that bringing attention to fast fashion is a challenging but necessary beginning.

“So, I believe that this is a remarkable opportunity not only for my collection, but also for our entire company, to utilize the knowledge and research we have acquired and take action on it.”

Kourtney further expressed her perspective of being a "catalyst" in making a positive impact and having the chance to propel BooHoo to greater heights.

She expressed, "I believe that if I invest my time and effort into something, I should strive to do it to the best of my ability and approach it with a strong sense of integrity. Fast fashion is a persistent industry, so why not encourage them to make these changes, even if they may appear insignificant to some? It is a step towards improvement."

During the meeting, Hellisgo revealed that BooHoo promptly considered consumer feedback, stating, "As a company, we listened... We are actively decreasing the quantity of merchandise we introduce to the website, at least by 20 percent."

In September 2022, Kourtney took to Instagram to respond to the complaints regarding her collection. Posting images of herself wearing the pieces, she expressed her initial hesitation about collaborating with @boohoo due to the negative impact of fast fashion on the environment.

"I am inviting experts who have brilliant ideas and valuable suggestions. I have already had the pleasure of meeting some of you, and I absolutely look forward to reaching out to discuss and broaden my knowledge," stated Kourtney. "My intention is to make a difference, and I have seen this same dedication from the team I am currently collaborating with at Boohoo. I will delve deeper into the changes we have implemented, how we have made our clothing line more sustainable, and the enlightening insights I have gained on how consumers can contribute...all of this is yet to come!"

Upon the announcement of Kourtney's association with the company, it was revealed that her clothing line would incorporate "recycled fibers." Furthermore, Kourtney and Boohoo expressed their commitment to documenting their journey in discovering methods to reduce the brand's carbon footprint.