Princess Polly, available on Asos in the UK, offers trend-driven, low-priced clothes like many ultra-fast fashion brands, albeit at slightly higher prices. With over 2,000 dresses and affordable items like bikini bottoms and jeans, it caters to a fashion-conscious audience. Recently certified as a B Corp, the integrity of this certification is questioned due to the brand's ongoing promotional practices that push excess products, seemingly misaligned with the ethical values that B Corp represents.
The B Corp label has long symbolised a business dedicated to caring for people and planet. Through a rigorous, months- or even years-long verification process, it is intended to hold companies to high standards by measuring positive impact on workers, community, environment and customers.
Princess Polly is running a buy-one-get-one-60%-off promotion, pushing excess product in a way that doesn't seem to align with B Corp values. Dale McCarthy, whose carbon-neutral certified swimwear label Bondi Born was awarded B Corp status in 2020, says the news left her deeply disappointed.
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