In 2019 the UK Parliament’s Environmental Audit Committee named online fashion retailer boohoo one of the least sustainable fashion brands alongside Missguided. Prompted by the damning report, the label’s head of quality assurance, Hannah Williamson, and product sustainability manager, Lianne Pemberton, assured the outraged public that the company’s sustainability strategy is “in its infancy”.
Two years later and some of the grand plan has been revealed: the fast fashion giant has announced reality TV star Kourtney Kardashian Barker as its sustainability ambassador.
