Celebrity and Influencer-Owned Fashion Brands: How Sustainable Are They?

Day Won is a US-based activewear brand for everybody so you can work towards being your best you. Founded by Candice Huffine, a game-changing model in the fashion industry, the brand's pieces are all available in sizes 0 through 32, with no exceptions. The brand doesn't use any animal-derived materials and uses a medium proportion of eco-friendly materials, including recycled materials, which is why we rated it "Good".

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Founded by Khloé Kardashian and Emma Gerde, Good American claims it is committed to "challenging industry norms" to bring you "a collection that is 100% inclusive"⁠—vague claims at the best of times. While this is commendable, there are still some issues when it comes to the impact of Good American on the planet, people, and animals. Good American uses some eco-friendly materials but it does not publish sufficient relevant information about its labour and animal policies to give a rating higher than "We Avoid".

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Kate Hudson's activewear brand, Fabletics, creates affordable clothing that inspires you to stay active. But the brand is not taking adequate steps to eliminate hazardous chemicals in its supply chain, and we found no evidence it reduces its carbon and other greenhouse gas emissions in its supply chain or that it ensures payment of a living wage in its supply chain. This is why we rated Fabletics "We Avoid".

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Tsuki offers unisex clothing and home products, created and designed by Felix Kjellberg and Marzia Bisognin (aka PewDiePie and CutiePieMarzia, both famous Youtubers). The brand prides itself on ensuring that all its products are sourced responsibly and made from excellent quality materials. However, when looking at the brand we found it does not use eco-friendly materials but that it has a limited production run to minimise textile waste. Plus, we found no evidence that it ensures payment of a living wage in its supply chain. "It's A Start".

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Founded in 2016 by French model and actress Jeanne Damas, Rouje offers easy, feminine clothes with a Parisian attitude. We rate Rouje as "Not Good Enough" overall based on our research. For a brand that claims to be prioritising people and the planet, it needs to be doing much more on all fronts. Rouje should work to strengthen its environmental practices, use more eco-friendly and less animal-derived materials, and stick to its word to set and report on its greenhouse gas emissions targets in 2023. The brand must also ensure its workers are treated fairly and paid a living wage. Only then might the brand be considered a more ethical and sustainable choice for shoppers.

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Victoria Beckham founded her eponymous fashion label in 2008. It has since become the voice of modern minimalism, celebrated for its versatility, strong sense of sophistication, and effortless approach to wardrobing women for every part of their lives. Unfortunately, Victoria Beckham is not taking adequate steps to reduce its impact on the planet and animals and ensure its workers are treated and paid fairly. As a result, we rate the brand “We Avoid”, our lowest possible score. Like many luxury brands, Victoria Beckham should start by being more transparent and disclosing what it’s actually doing. The brand should put essential social and environmental practices in place, use more responsible materials, ensure its workers are paid and treated fairly and improve its animal score (a common theme for luxury brands).

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It's one of the hottest brands on the market. Kim Kardashian's shapewear brand, SKIMS, was launched in 2019 ( changing its original name after being criticized for cultural appropriation). SKIMS prides itself in being a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear. Unfortunately, when it comes to ethics and sustainability, SKIMS provides insufficient relevant information about how it reduces its impact on people, the planet, and animals.

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