Global e-retailer boohoo has announced a collaboration and partnership with Kourtney Kardashian Barker, entertainment personality and the CEO & founder of Poosh. Kardashian Barker is the brand’s newest Ambassador with a focus on sustainability, delivering two capsule collections that have been created in tandem with a journey of investigation into opportunities for creating a more sustainable fashion future.

Launching in September 2022, the year-long project started with design meetings, where Kardashian Barker posed questions about the possibility of using the partnership to discuss the challenges of sustainability in fashion and help people make more informed choices. As the design team worked with Kardashian Barker to develop the first 45-piece capsule collection, discussions with global industry experts began, and Kardashian Barker worked to gain a better understanding of the challenges the fashion industry faces in this space. The entire journey has been captured as part of a social content series and gives a first-hand account of the experts they met on and off camera, the conversations they had, what they discovered and how this continues to inform the project and the boohoo brand into the future. Series can be viewed here. The collection will launch on 13 September at 12 ET ahead of the New York Fashion Week show at 8 pm ET as see now, buy now from the runway.

“When boohoo first approached me with this idea that was all about sustainability and style, I was concerned about the effects of the fast fashion industry on our planet. Boohoo responded with excitement and a desire to incorporate more sustainable practices into our line. It’s been an enlightening experience speaking directly with industry experts. I’m grateful for the opportunity to use my platform to drive conversations that lead to ongoing change and use my voice to share actionable tips with consumers on how we can play our own part. There’s still lots of work to be done and improvements to be made, 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.