UK’s Boohoo meets Kourtney Kardashian as brand ambassador

British electronics retailer Boohoo has announced their partnership and partnership with Kourtney Kardashian Barker, entertainment personality and CEO & Founder of Poosh. Kardashian Barker is the newest ambassador for the sustainability-focused brand, offering two capsule collections created around the theme of a more sustainable fashion future.

The year-long project began with design meetings, where Kardashian Barker questioned the possibility of using the partnership to discuss the challenges of sustainability in fashion and help people bring 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 better understand the challenges. that the fashion industry faces in this space.

British electronics retailer boohoo has announced its partnership and partnership with Kourtney Kardashian Barker, entertainer and CEO and founder of Poosh. Kardashian Barker is the newest ambassador for the sustainability-focused brand, offering two capsule collections created around the theme of a more sustainable fashion future.

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

In this series, Kardashian Barker works to delve deeper into the field, speaking with experts who help her and her audience better understand the challenges and opportunities. Audiences will hear from experts on worker welfare, human rights, textile waste, purchasing, resale and vintage fashion. She also called on the expertise of her longtime friend, sustainability influencer and Future Earth co-founder Stephanie Shepard to identify the tough questions and start the conversation about whether style and Sustainability really go hand in hand.

“When Boohoo first approached me with the idea of ​​sustainability and style, I was worried about the effects fast fashion will have on our planet. Boohoo responded with enthusiasm and a desire to incorporate more sustainable methods into our line. It has been an exciting experience speaking directly with industry experts. I’m grateful for the opportunity to use my platform to drive conversations that lead to continuous change and use my voice to share helpful tips with consumers on how we can play its own role. There is still a lot of work to be done and room for improvement, 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 first limited-edition 46-piece capsule collection includes Boohoo’s first foray into the classics scene, with two key styles custom-made specifically for the line.

“These biker jackets are your statement classic. It took us months to individually source, hand sifting, and curate this huge collection. We’ve made sure that each piece is authentic, outstanding, and enhanced to perfection,” says John Hickling from Glass Onion.

Other garments made from recycled yarns, burlap pieces, wardrobe staple shirts made of traceable cotton, and cleverly designed multi-striped pieces Cleverly offers a wide selection of styles. The brand has also explored ways to extend the life of the collection and has partnered with Hirestreet. Selected outerwear models have been created using a recycled polyester backing for faux leather and three showcases using recycled sequins.

“We are delighted to be working with Kourtney. We all know that there is an environmental and social cost to making clothes, but there are ways the fashion industry can be smarter. Boohoo made the bold decision to listen to our customers when they told us they wanted to make more sustainable choices, but that jargon made it hard for us to really understand their options. what. When we talk to industry experts, everyone says education is key, and we can all see this as a pretty unique opportunity to speak directly to millions of people across the globe. globally and deliver what we didn’t believe was possible. before, ”say Co-founder and CEO of Boohoo Corporation, Carol Kane.

Fiber2 fashion news desk (NB)

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