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Boohoo and the cries of celebrity-driven “eco-conscious” campaigns

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UK-based fast fashion brand Boohoo recently announced that it had tapped US celebrity and influencer Kourtney Kardashian as its “sustainability ambassador” and launched a “sustainability journey” campaign that included a capsule collection and mini-series. But instead of winning the favour of an increasingly eco-conscious market, the brand has come under fire, as critics point out the irony of a fast fashion business pitching sustainability to its customers. “Let’s be