Kim Kardashian Is Greenwashing and This Is How
Unveiling the reality behind Skims' sustainability claims and greenwashing tactics.
In general, most people are familiar with superstar Kim Kardashian’s latest fashion brand Skims. The label features mid-priced loungewear, shapewear and underwear that claims to be sustainably sourced, but are they really?
It’s hard to escape the tumultuous ads. From partnerships with the NBA, WNBA, Swarovski, and Fendi, to having models like Usher or Lana Del Rey – who did a Valentine’s collab that shook the world to its core – Skims has become an unavoidable cultural phenomena which leverages collaborations in order to create a buzz and boost consumer consumption.
By banking on seasonal clothing lines and brand partnerships to increase sales, Skims has created a sense of exclusivity in consumers, boosting product consumption and production. Ultimately, by partaking in this marketing practice, the brand is hurting the environment and encouraging overconsumption. And not only is she targeting the fans of these idols and brands, but she is also targeting environmentally conscious people by greenwashing her brand.
Greenwashing is a clever marketing scheme in which green marketing is used to persuade consumers that the brand is environmentally sustainable in the way it produces its products. Most notably, Kim Kardashian has hijacked this tactic and used it to her advantage.
Take for example her nipple bra. Recently launched on the 31st of October, the star notoriously stated “Earth’s temperatures are getting hotter. The sea levels are rising. The ice sheets are shrinking. And I’m not a scientist, but I do believe everyone can use their skill set to do their part,” she stated in the explosive ad.
“That’s why I’m introducing a brand new bra with a built-in nipple. So no matter how hot it is, you’ll always look cold.”
This is a perfect example of how the 42-year-old has greenwashed her product. She has made people believe that she cares about the well-being of the Earth, but has initiated a fast fashion clothing brand empire that has now reached $4 billion dollars.
To put it into perspective, that is roughly about 80 million products sold – not including the unsold products that pile up in landfills. To make matters worse, these products are full of synthetic plastics including spandex and nylon, not safe for the environment. In spite of claiming the company has “removed all plastic and non-recyclable material”, after closer inspection of the packaging that clearly states “I am not plastic”, the number 4 is revealed on the “eco-friendly” bags. Meaning, the bags are actually made of a low-density plastic called polyethylene which is extremely difficult to recycle.
Yet another misleading marketing scheme. The enterprise even goes as far as to vaguely state that, “[It] only [works] with suppliers and vendors who [it believes] in and share [its] commitment to sustainability, accountability, and transparency” on their website’s FAQ with no backing validation.
The Skims Empire seems to not be going anywhere soon. And as one of the most influential icons of this generation, Kim Kardashian surely has more than enough money to prioritize and commit to sustainable practices. It’s obvious, the only green Kim K is thinking about are dollar bills.
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