Opinion — Kourtney’s collaboration with Boohoo deserves criticism

The reality star has been mocked on social media for her new role as fast fashion brand Boohoo’s Sustainability Ambassador. But while it may be hard to believe, Kardashian’s latest collaboration is no laughing matter.

Reality stars and fast fashion are no strangers to one another.

Despite strides to unpick this deep-seated relationship, and a growing disdain for fast fashion amongst young consumers, Gen Z are still addicted to cheap, perpetually new wardrobes. And influencers remain walking advertisements for polyester knock-offs.

Reality TV royalty, the Kardashians, have perhaps the most authority in pushing the fast fashion needle.

Never short of a new business venture, sisters Kim, Khloe, Kourtney, Kendall, and Kylie have each had their fair share of controversies — the most recent of which have centred around a lack of environmental consciousness.