Sustainability is something I’ve seen Helen mention a few times now in videos and on social media. I don’t know if sustainable living is something that genuinely interests her, or if she merely uses it as a buzzword to appear virtuous and to appeal to her audience. I think we all feel that the second option is entirely more convincing right now, and that to me is genuinely a shame. So, let’s pick apart why (and make no mistake, this would be posted to her directly if it wasn’t guaranteed to either be deleted or met with some flippant, sarcastic and defensive response
) and present either some contrasts or solutions.
1. The endless quantities of clothing and makeup. Her cosmetics shelving is burgeoning and her dressing room is full to the brim, with new pieces constantly appearing. Jamie Genevieve, by comparison showcases a pared back wardrobe and emphasises the value of versatile, flattering pieces that will let a lifetime. She also frequently gives away makeup and cosmetics to subscribers and followers, sometimes simply because she has noticed them comment on her pictures more than once. I’d love to see Helen buy second hand, create a capsule wardrobe and try living exclusively with it for a few weeks, or initiate clothing swaps.
2. The splurging on homeware and constant redecorating. She could rework the large assortment of stuff, move it around rooms, try restyling with what she already has. Her decluttering never feels like a genuine move because she’s always buying more things straight afterwards.
3. The amount of plastic in her shopping. Single servings of pre-cooked rice in packets, individually wrappered icecreams... Girl, you work from home, there’s no excuses here! Take the time to buy and prepare raw and unpackaged veg, get tubbed ice cream and use the tubs for storage and organisation once they’re empty and clean, make videos about food prep and include discussions about carbon footprints and buying local and single use plastics.
I could add more but this is already quite an essay. This could be a real change in direction for her if she genuinely wants it to be a part of her brand