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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Paradox of Kourtney Kardashian Selling Sustainability

Boohoo’s latest marketing move — tapping a mega-influencer as ‘sustainability ambassador’ — embodies the conflicts inherent in sustainability marketing.
Kourtney Kardashian Barker modelling a bright silver puffer jacket and other pieces from her new capsule collection with Boohoo
Kourtney Kardashian Barker modelling pieces from her new capsule collection with Boohoo (boohoo)

If Boohoo’s latest show as part of NYFW was supposed to demonstrate its commitment to sustainability, there was little to show for it.

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