Greenwashing In Celebrity Culture
Lines between Sustainability and Greenwashing, are being blurred at alarming rates….
By Olyvia Young
Greenwashing is “an unsubstantial claim to deceive consumers into believing that the brand, initiative and/or products are environmentally sound”, and it is a rising trend in celebrity culture. A recent study showed that brand’s sales excel when celebrities offer endorsements or act as an ambassador. A widely controversial example of this is when H&M appointed, Game of Thrones, star Maisie Williams as their “Global Sustainability Ambassador” in 2021. The brand claimed that all fabrics would be sustainably/ethically sourced and recycled by 2030; however, they were slammed for greenwashing soon after. Critics called them out for their use of celebrity clout to “merely fuel consumption driven control”.
An earlier example of the use of celebrity clout in order to promote a “sustainable” action, is the 2020 BAFTA (British Academy of Film and Television Arts) Awards. The event was centered around its theme of sustainability. Attendees sported re-worn, archived, or sustainably made looks as they enjoyed a dinner from the 100% vegan menu. The theme was inspired by fashion sustainability critic and environmental activist, Livia Firth; the creator of the ‘Green Carpet Challenge’. The challenge pushes designers to craft ethical/sustainable, red carpet worthy looks. While the concept is applaudable, it begs the question, is it even ethical to use celebrities as the face of such a movement? Preaching veganism, sustainability, and ethics while at events like award shows, dressed in designer clothes and jewels. On the bright side, at least people are finally talking about it… right? Yes, right but when action fails to follow word, there is nothing yet to celebrate. Take Kourtney Kardashian’s appointment to Global Sustainability Ambassador of the British fast-fashion brand, BooHoo, for example. Firth said in an interview with Vogue: Arabia “any ambassador, whether a Kardashian or other, should only promote these brands if they commit to change the business model, slow down production, pay their workers more, and use sustainable materials”; BooHoo has since come under heat after claims of unethical working conditions (health and safety violations), and misleading claims of sustainable practices.
So why do brands continue to rely on celebrity/influencer endorsements? Consumers view celebrity lifestyles as something to strive for and one day attain, brands are smart, in a way, to use this to their advantage. But when these celebrities start to promote greenwashing, intentionally or not, they are simply giving their audience the “Go-Ahead” to shop more, and more. Turning the issue of greenwashing into something far more dangerous: over consumption. As society continues into this digital age, that highlights celebrity culture, the importance of sustainability within fashion must become second nature. This will only happen if the greenwashing within the industry, specficially fast-fashion, is put into the spotlight once and for all.
