Fast fashion giants from PrettyLittleThing to Boohoo and Primark have been hit with a barrage of criticism over the years from poor working conditions, to creating piles of waste and contributing to harmful fashion cycles.
But now they are fighting back, throwing money at A-list stars from supermodels like Naomi Campbell to reality star Kourtney Kardashian.
Yesterday Rita Ora revealed she was pairing up with Primark to launch a new collection of sustainable fashionwear with the high street brand and hailing the store, claiming: ‘I have always wanted to look stylish, and when I was younger, I couldn’t have done that without Primark’.
PR Gurus told MailOnline the strategy is working with celebrities helping boost sales, creating more brand awareness and appealing to Gen-Z buyers influenced by their role models on social media platforms.
Brand and culture expert Nick Ede said there has been a ‘significant increase utilising A List talent to sell clothes for high street fashion brands’, adding it not only boosted revenues, but helps online fashion houses become ‘major players’ in the Fashion Week calendars.
And PR guru Andy Barr told MailOnline brands are trying to, ‘move away from the throw-away generation types that typically fall out of Love Island’ and to celebrities with their own strong brand values who will offer them clout across PR and social campaigns and advertising spots.
Earlier this month, veteran superstar, Naomi Campbell, 52, announced she was launching her own line with PrettyLittleThing
Rita Ora, 32, announced yesterday that she would be launching her own sustainable line with Primark
Last year, Kourtney Kardashian became Boohoo’s sustainability ambassador, launching two lines with the British firm
He told MailOnline: ‘A list talent like Naomi and Rita are setting the bar high and creating brand awareness, driving sales and opening up the brands like Primark and PrettyLittleThing to feature in top tier fashion…
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