Naomi Campbell is the latest celebrity to join forces with a fast fashion brand - and it's causing backlash

Naomi Campbell has had a big week of announcements - not only did the supermodel welcome her second child last week, but she announced her new collaboration with fast fashion brand Pretty Little Thing, too.

The brand revealed the collaboration this weekend on social media, with the caption "PrettyLittleThing Designed by Naomi Campbell. Coming soon." (The supermodel is yet to post on her own Instagram page). 

That said, there's already been plenty of noise about the collaboration online. Keep scrolling to see what fans had to say - plus why the supermodel and brand joining forces isn't good for the environment. 

Why fans are disappointed at the Naomi Campbell Pretty Little Thing collaboration

That said, thousands of people still took to social media to talk about the move -probably not in the way Pretty Little Thing hoped. Fans called the collaboration "disappointing" and "shocking," questioning why a supermodel of Campbell's fame and wealth would agree to be the face of a fast fashion brand renowned for putting profit before planet.

"Naomi Campbell x PLT is the most disappointing collab to come out in recent times….I have no words," writes one user. "Is this just proof that the whole sustainable fashion system is so unattainable that we've pretty much given up / decided it's not our problem to fix? We're all guilty of turning a blind eye but this feels… like a turning point lol," explains another.

It's undoubtedly a win for the brand to have one of the biggest supermodels in the world on board - in the past, she's worked with high fashion brands spanning Prada and Burberry. 

That said, Pretty Little Thing has come under fire in recent years for its questionable environmental standards and impact. Protesters stood outside their fashion show last year claiming the brand pay their workers unfairly and offer unsafe and unethical working conditions. 

The news comes after Love Island runner-up and influencer Molly Mae stepped away from her role as Pretty Little Thing Creative Director to focus on being a new mother. 

While it's encouraging to see more and more people are prioritising sustainable living and ditching fast fashion, brand collaborations like this drive huge sales and encourage the average consumer to ditch their morals in favour of purchasing items designed by their favourite celebrity. 

Campbell's not alone in being a celebrity to join forces with a fast fashion brand - last year, Kourtney Kardashian was announced as the face of Boohoo at the same time the fast fashion brand was receiving criticism for it's greenwashing.