When have we seen her promote Paul Smith? I don't remember a time. When have we seen her talk about Arket, Warehouse, COS? And in the not so distant past (last year) - H&M, Nike, Zara And Other Stories...ermmm...hundreds?
She doesn't drive, she isn't at all worried about sustainability, she knows nothing about actual fashion design (remember all those, I'm not sure what this is, what this is called, what this means statements about things like pleating or fashioning on sweaters, her mispronunciations), she constantly, wastefully and ostentatiously consumes.
So, yeah, weird.
Well maybe not weird for her - we've come to expect her shilling for people for SELF BENEFIT. That's not the same as for the altruistic greater good BB- just admit it. It's the same sort of attempted greenwashing of her content as one of her main shills, H&M (owner Arket, COS, And Other Stories).