Fast fashion e-tailer, Boohoo, has launched a new relationship and cooperation with reality star Kourtney Kardashian Barker, who will serve as the company's ambassador for sustainability.

The two will look at "options for building a more sustainable fashion future," according to a Boohoo press release, and two collections are expected to be released as part of the partnership.

The first 45-piece capsule collection from Kardashian Barker was created in collaboration with the Boohoo design team, and it has prices that are intended to make the "sustainable" brand "affordable to everybody."

Boohoo has developed a social media content series to announce the collaboration that included interviews with sustainability experts and professionals that Kardashian Barker has spoken with, who the shop claims have provided information about the initiative.

In light of the retailer's continuing "greenwashing" inquiry by UK watchdog Competition and Markets Authority, Boohoo decided to hire the television personality (CMA).

The CMA said it wants to "get to the bottom" of whether Asos, Asda, and other firms are "misleading customers" about the sustainability of their products. It planned to investigate the terminology, standards, and materials used for their purported eco-friendly collections.

Boohoo may be projecting confidence in its environmental efforts with this new endeavor.

The company claims that the collaboration range includes two vintage designs, 41 products manufactured from recycled materials, two clothes made from traceable cotton, and five things that can be worn in several ways for different looks.

Additionally, it is said that 12 of the models were produced at Boohoo's UK-based factories.

A Kares paper on how to lengthen a product's life cycle will also be sent to each client.

Although these enhanced fabric alternatives are not the ideal answer, consumers are given explicit information about how their clothing is created and given options for how they might obtain these items, according to a statement from Boohoo.

Additionally, the initiative will entail a collaboration with the rental marketplace Hirestreet, via which clients may rent a number of items from the collection.

Carol Kane, co-founder and executive director of the Boohoo Group, said that while the language makes it hard to properly comprehend what their alternatives are," Boohoo has chosen to respond to its consumers' requests for more sustainable solutions. When they spoke to the professionals from across the sector, everyone emphasized that education was the key, and they could all see that this was quite a special chance to speak directly to millions of people across the globe and offer something we don't believe has ever been done before.