21 Apr

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

82% of consumers say they’re very likely to follow the recommendation of an influencer they follow.

This stat is significant yet unsurprising. With their huge followings and carefully curated feeds, influencers and celebrities-turned-influencers have the power to sway many. Hauls, collabs, paid ads, and sponsorships have slowly replaced our friends’ food and baby pictures on our favourite social media platforms, giving us daily inspiration on what to do, eat, put on our skin, and wear. And while sustainable fashion influencers are on the rise, people are also worried some influencers are fuelling an unsustainable addiction to fast fashion.

In recent years we’ve also seen a growing number of celebrities and influencers capitalising on their loyal fanbase and launching their own fashion brands and collections. With such big communities, we can’t help but wonder how these new fashion brands impact the planet, people, and animals. Are celebrity and influencer-owned fashion brands sustainable? We look at the hottest fashion brands on the market, owned and created by influencers and celebrities, to give you the lowdown.

nu-in

Rated: Good
nu-in founders all together next to garment racks

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!

See the rating.

Shop nu-in.

Day Won

Rated: Good

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'.

See the rating.

Shop Day Won.

Good American

Rated: We Avoid

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'.

See the rating.

Fabletics

Rated: Not Good Enough

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'.

See the rating.

Inamorata

Rated: We Avoid

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.

See the rating.

Tsuki

Rated: Not Good Enough

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'.

See the rating.

Moody Me

Rated: Not Good Enough
iHasCupquake sitting on a cloud wearing pink Moody Me overalls

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.

See the rating.

Monday Swimwear

Rated: Not Good Enough

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.

See the rating.

Savage x Fenty

Rated: We Avoid

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.

See the rating.

WeWoreWhat

Rated: Not Good Enough

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'!

See the rating.

Song of Style

Rated: Not Good Enough

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.

See the rating.

Rouje

Rated: Not Good Enough

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.

See the rating.

Elizabeth and James

Rated: We Avoid

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.

See the rating.

Victoria Beckham

Rated: We Avoid

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'!

See the rating.

KENDALL + KYLIE

Rated: We Avoid

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.

See the rating.

SKIMS

Rated: We Avoid

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.

See the rating.

Looking for ethical and sustainable fashion inspiration? Check out our favourite eco-conscious influencers!

Editor's note

Feature image via SKIMS, all other images via brands mentioned. Good On You publishes the world's most comprehensive ratings of fashion brands’ impact on people, the planet and animals. Use the Directory to search more than 3,000 brands. To support our work, we may earn a commission on sales made using our offer codes or affiliate links.

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