Marketing
Will Boohoo’s latest Kardashian collaboration be just another box-ticking exercise for the embattled brand?
As clothing companies confront the scale of climate change, they must be prepared to acknowledge their shortcomings, and ensure their sustainability strategies are anchored in solutions not soundbites, writes Paddy O’Dea
Boohoo, the fast fashion brand, last week announced details of an unlikely sustainability collaboration with Kourtney Kardashian, the reality TV star and influencer. The 45-piece collection, which officially debuted at New York Fashion Week, featured materials made from “recycled fibres, traceable cotton, recycled sequins and recycled polyester”.
Carol Kane, the Boohoo Group’s co-founder and executive director, said the company had taken the “bold decision” to listen to its customers who favour a move to more ...
