UK's Boohoo ropes in Kourtney Kardashian as brand ambassador

The year-long project started with design meetings, where Kardashian Barker posed questions about the possibility of using the partnership to discuss the challenges of sustainability in fashion and help people make more informed choices, Boohoo said in a press release. As the design team worked with her to develop the first 46-piece capsule collection, discussions with global industry experts began, and Kardashian Barker worked to gain a better understanding of the challenges the fashion industry faces in this space.

The entire journey has been captured as part of a social content series and gives a first-hand account of the experts they met on and off camera, the conversations they had, what they discovered and how this continues to inform the project and the Boohoo brand into the future. 

In the series, Kardashian Barker works to dig under the surface of the industry, speaking with experts who help her and the audience, form a better understanding of the challenges and opportunities. The audience will hear from specialists in worker welfare, human rights, textile waste, upcycling, resale, and vintage fashion. She has also called upon the expertise of her long-time friend sustainability influencer and co-founder of Future Earth Stephanie Shepard to identify the difficult questions and get the conversation started about whether style and sustainability can really go together.

“When Boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet. Boohoo responded with excitement and a desire to incorporate more sustainable practices into our line. It's been an enlightening experience speaking directly with industry experts. 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,” said Kourtney Kardashian Barker.

The first limited edition 46-piece capsule collection includes Boohoo's first foray into vintage, with two key styles custom sourced exclusively for this range.

“These biker jackets are your statement vintage piece. It has taken us months to individually source, hand select, and curate this huge collection. We have made sure that each piece is authentic, standout, and aged to perfection,” said John Hickling from Glass Onion.

Other garments feature materials made from recycled fibres, statement pieces, staple wardrobe silhouettes made with traceable cotton, and cleverly designed multiway pieces that offer a variety of styling options. The brand has also explored ways to extend the life cycle of the collection and have embarked on a partnership with Hirestreet. Selected outerwear pieces have been created using recycled polyester backing for the faux leather and three showpieces using recycled sequins.

“We are delighted to be working with Kourtney. We all know there's an environmental and social cost to producing clothes, but there are ways the fashion industry can be smarter. Boohoo has taken the bold decision to listen to our customers when they tell us they want to make more sustainable choices, but that the jargon makes it hard to really understand what their options are. When we spoke to the experts from across the industry, everyone said education was the key, and we could all see this was quite a unique opportunity to speak directly to millions of people across the globe and deliver something we don't believe has been done before,” said co-founder and executive director of Boohoo group Carol Kane.

Fibre2Fashion News Desk (NB)