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

Founded in 2019 by a small group of friends, including YouTuber Marcus Butler, nu-in grew from a desire to create a sustainable clothing brand, both fashion-forward and affordable. It prioritises the planet by using a high proportion of eco-friendly materials, and reuses offcuts to minimise textile waste. The brand is inclusively sized, and features an extended sizing range up to 6XL!

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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 is committed to challenging industry norms to bring you a collection that is 100% inclusive. 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 ensures payment of a living wage in its supply chain. This is why we rated Fabletics 'Not Good Enough'.

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Inamorata is a swimwear brand, launched in 2017 by American modal and actress Emily Ratajkowski. The brand says it's "rejecting the tired old myths about body image" and embracing "the full spectrum of the female form", which we love. But unfortunately, the brand lacks transparency and does not communicate sufficient information about its environmental and labour policies. It's a 'We Avoid' from us.

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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 publish sufficient relevant information about its environmental policies, and no evidence that it ensures payment of a living wage in its supply chain, which is 'Not Good Enough'.

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Popular YouTuber and artist Tiffany Herrera aka iHasCupquake founded Moody Me in LA in 2017. The brand is whimsical and vegan, encouraging everyone to embrace their emotions, which we love. However, it provides insufficient information about its environmental and labour policies, and received a score of 'Not Good Enough' overall.

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Founded by Australian model Natasha Oakley, and Devin Brugman, Monday Swimwear is a swimwear line known for its iconic feminine designs, immaculate fit, and soft-to-touch feel. We rated the brand 'Not Good Enough': while the brand uses some eco-friendly materials, it does not publish sufficient relevant information about its labour policies to receive a higher rating.

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Rihanna's Savage X Fenty is hugely popular. But the brand provides insufficient relevant information about how it reduces its impact on people, the planet, and animals, which is why it's rated 'We Avoid'. You have a right to know how the products you buy affect the issues you care about.

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Danielle Bernstein is the founder and face behind world-renowned fashion blog @weworewhat (over 2.5 million followers). A native New Yorker, Bernstein launched her fashion brand in 2016. In addition to providing insufficient relevant information about how it reduces its impact on people, the planet, and animals, the brand has been at the centre of many controversies over the years, and has recently being accused of stealing designs from smaller labels by Diet Prada. 'Not Good Enough'!

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American blogger Aimee Song launched her line, Song of Style, operated by Revolve (We Avoid) in 2019. Unfortunately, the brand provides insufficient relevant information about how it reduces its impact on people, the planet, and animals. You have a right to know how the products you buy affect the issues you care about.

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Founded in 2016 by French model and actress Jeanne Damas, Rouje offers easy, feminine clothes with a Parisian attitude. But the brand does not communicate sufficient information about its environmental and labour policies, and as a result, is rated 'Not Good Enough' overall.

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Designed by Ashley Olsen and Mary-Kate Olsen, Elizabeth and James embodies a relaxed approach to dressing with a playful and sophisticated sensibility. Unfortunately, this is another example of a brand that provides insufficient relevant information about how it reduces its impact on people, the planet, and animals.

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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. But there isn't much to say about the brand's impact on the planet, people, and animals, as the brand publishes insufficient information about its practices. 'We Avoid'!

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KENDALL + KYLIE is a global lifestyle brand created by beloved style icons and fashion authorities, Kendall and Kylie Jenner. Sadly, while we can't deny Kendall and Kylie's sense of style, the brand does not communicate sufficient information about how it reduces its impact on people, the planet, and animals. You have a right to know how the products you buy affect the issues you care about.

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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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