Kourtney Kardashian is Boohoo’s new sustainability ambassador—and young consumers aren’t having it.

Kourtney Kardashian is Boohoo’s new sustainability ambassador—and young consumers aren’t having it. As fast fashion brands scramble to project a more eco-friendly image, U.K. fast fashion favorite Boohoo decided to jump on board by creating a 46-piece capsule collection with Kardashian, made of recycled polyester and cotton, and featuring Boohoo’s first vintage pieces, as well as set the influencer up to represent the brand in talks with sustainability organizations. But since the announcement last week, young consumers have been crying foul across social media, citing the hypocrisy of appointing a “private jet-flying, water-overusing, fast fashion-touting influencer” as the face of their sustainability efforts. While young consumers have a complicated relationship with fast fashion, they still expect brands (and celebrities) to make efforts to be more sustainable—and to engage in initiatives and campaigns that align with those values. (WWD, Dazed)