Boohoo has announced Kourtney Kardashian Barker as its newest ambassador with a focus on sustainability.
The Manchester-headquartered fashion giant has said the entertainment personality and the CEO and founder of Poosh will release two collections that have been created "in tandem with a journey of investigation into opportunities for creating a more sustainable fashion future".
The news comes after it was announced in July that eco-friendly and sustainability claims made by ASOS, Boohoo and George at Asda are to be investigated by the Competition and Markets Authority (CMA).
READ MORE: Click here to sign up to the BusinessLive North West newsletter
The watchdog is to look into what each company says about their fashion products including clothing, footwear and accessories.
Kourtney Kardashian Barker said: "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."
Carol Kane, co-founder and executive director of Boohoo, added: "We are delighted to be working with Kourtney. We all know there's an environmental and social cost to producing clothes, but there are ways the fashion industry can be smarter.
"Boohoo has taken the bold decision to listen to our customers when they tell us they want to make more sustainable choices, but that the jargon makes it hard to really understand what their options are.
"When we first met with Kourtney, she said exactly the same thing, and we realized we had an opportunity to use this collaboration to try and help inform our customers and empower them to make more informed choices.
"When we spoke to the experts from across the industry, everyone said education was the key, and we could all see this was quite a unique opportunity to speak directly to millions of people across the globe and deliver something we don't believe has been done before."
READ NEXT:
How a former Sale Sharks rising star became CEO of his own start-up as he reveals future plans
North West business leaders have their say as Liz Truss named as new Prime Minister
Issa brothers and Andy Murray-backed Castore valued at £750m after £50m boost
Permission sought to knock down EventCity and SoccerDome for £250m water park
