Global e-retailer boohoo announces collaboration and partnership with Kourtney Kardashian Barker, entertainment personality and the CEO & founder of Poosh. Kardashian Barker is the brand’s newest ambassador with a focus on sustainability, delivering two capsule collections that have been created in tandem with a journey of investigation into opportunities for creating a more sustainable fashion future. Launching in September 2022, 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.
As the design team worked with Kardashian Barker 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.
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. Kardashian Barker also called upon the expertise of her long-time friend sustainability influencer Stephanie Shepard, co-founder of Future Earth to identify the difficult questions we need to ask 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.” – Kourtney Kardashian Barker
The collection includes boohoo’s first foray into vintage, with two key styles custom sourced exclusively for this range. John Hickling from Glass Onion said, “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”
‘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 first met with Kourtney, she said exactly the same thing, and we realized we had an opportunity to use this collaboration to try and help inform our customers and empower them to make more informed choices. 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.’ – Carol Kane ‘ Co-Founder and Executive Director boohoo Group’