@sustainablefashionfriend: Another celebrity fashion brand has unfortunately entered the chat 😵‍💫😬 Georgina Rodríguez launched Mimoa, an activewear brand built around her personal image and lifestyle. The brand uses eComID, an AI-powered platform “aiming to reduce unnecessary returns and promote more conscious shopping.” And to be clear, reducing unnecessary returns is a good thing! This isn’t an argument against that!! What I find ironic is the context around it. The tool reminds consumers on each product page that one returned T-shirt is around 3 kg CO₂e and translates it into relatable comparisons like driving 25 km, flying 18 km per passenger, or running the dishwasher three times. But the lifestyle that is very obviously associated with the founder (and the brand) is one of private jets, luxury cars, extravagant jewellery, and extreme and out-of-touch consumption. So, just for fun, I wanted to apply the same metric of the emissions of returning a shirt to the emissions of the private jet oh so frequently featured in Georgina Rodríguez Instagram. According to CelebFlights, Cristiano Ronaldo’s jet is a Bombardier Global Express XRS and is estimated to produce around 3,843 kg CO₂ per flight hour. So, if my math is correct, one hour on the private jet equals the emissions of roughly 1,200+ T-shirt returns. Lmfao. Disclaimer: I know returns have an impact. I’d just love to see the same level of “mindful choices” applied to the private jets and luxury consumption too. Crazy idea, I know lol 💚 #fashiontok #fastfashion #fifa #onlineshopping #sustainablefashion

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Thursday 09 July 2026 17:21:23 GMT