21 Apr

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

With their huge followings and carefully curated feeds, influencers and celebrities have the power to sway many. But how sustainable are these influencer-owned fashion brands? Unfortunately, not many celebrity-owned brands managed to get a “Good” rating.  Let’s have a look.

How are celebrity and influencer-owned fashion brands impacting people, the planet, and animals?

61% of consumers say they’re very likely to follow the recommendation of an influencer they follow.

This stat is significant yet unsurprising. 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 and de-influencing is increasing in popularity, people are still 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.

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 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".

See the rating.

Fabletics

Rated: We Avoid

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".

See the rating.

Tsuki

Rated: It's A Start

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".

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. 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.

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. 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).

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 more ethical and sustainable fashion inspiration? Check out our favourite eco-conscious influencers

Editor's note

Feature image via Unsplash. 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 our directory to search thousands of rated brands.

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