K-pop fans accuse luxury brands of 'K-washing,' demand fulfilling sustainability promises

MANILA, Philippines — A number of K-pop fans are calling out several luxury fashion labels for failing to commit to their sustainability promises and hiding behind the star power of Korean artists they have tapped as ambassadors.

The digital climate initiative Kpop4Planet launched the "Unboxed: High Fashion, High Carbon" campaign, which accuses French luxury brands Chanel, Celine, Saint Laurent and Dior of "K-washing" their items.

The campaign was launched last August 9, coinciding with BLACKPINK's seventh anniversary as a group. The members are ambassadors of each fashion label: Jennie (Chanel), Lisa (Celine), Rosé (Saint Laurent) and Jisoo (Dior).

"BLACKPINK is an A+ but luxury fashion is a total fail on climate," said Kpop4Planet campaigner Dayeon Lee. "These brands are K-washing fans into buying products, which are threatening our future. We're calling on them to clean up their act."

The members of BLACKPINK are climate advocates, having previously been ambassadors for the COP26 global climate conference and constantly promoting the United Nations' sustainable development goals.

Kpop4Planet claims that the four labels each failed on their climate commitments and are simply "green-washing" K-pop fans through the use of Korean idols as models, especially climate-friendly artists like BLACKPINK.

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Lee said that brands intend to continue tapping K-pop stars. She said they "need to be responsible and commit to real, intensive climate action" by increasing "transparency in supply chains about what energy is being used and commit to RE100 across all of their operations by 2030."

"Luxury brands claim that they are kinder to the planet than fast fashion due to