Last week, TV presenter Laura Whitmore excitedly announced that she is the new ambassador for Primark Cares, the high street giant’s sustainability initiative. As part of her 12-month role, Whitmore promised to play a “vital role in making change for the future” and ask “all the questions… you have when it comes to sustainability for big high street brands”.  The announcement ended with a note that her entire outfit was from Primark.


To many, the post will sound like good news. Thanks to organisations like Fashion Revolution and Remake, as well as educators and activists sharing fashion facts and news on social media, many people now have some idea of issues such as child labour or low pay within the fashion industry. So cheap, stylish clothes that don’t cause harm sound pretty great.


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