Victoria Beckham has been criticised by some of her fan base for posting about plastic pollution on Instagram.
The former Spice Girl turned fashion mogul, 45, wrote a heartfelt plea to reduce plastic waste, accompanied by a striking picture of her husband, David, in the sea.
She wrote in the caption: "Around the world, our ocean is facing a major threat - #oceanplastic. Plastic has been found in 59% of sea birds, 100% of sea turtle species, and more than 25% of fish sampled from seafood markets around the world.
"We must help to protect our ocean and the millions of species that call it home."
While some of her fans praised her words as "beautiful" and thanked her for "raising awareness" of the issue, many others were quick to accuse her of hypocrisy.
Indeed the fashion designer has just launched a makeup brand, which is not completely plastic free, and others wondered about the environmental impact of her high-flying celebrity lifestyle.
One disgruntled fan commented: "Hey Victoria - Stop producing paper products with your fashion brand - give out fabric bags at your store.
So is your new beauty line plastic free?
"Stop over-producing sizes. Start selling every last item you produce (take the label out and sell in charity shops so you have no storage) - stop private jets flights - rent a sail boat not a power boat. You have the power to act.
"Colour your own kettle white - then post what you are DOING yourself other than over populating the world with children (who don't contribute) and spreading consumer fashion!"
Another asked: "So is your new beauty line plastic free?"
And a follower replied: "Exactly what I was thinking... and the clothing line?!"
Someone else declared: "However, what are your makeup products sold in? Plastic!"
Yet another irritated fan wrote: "Fashion is one of the worst contributors to pollution and a consumer society."
On her official website, her beauty line co-creater Sarah Creal writes that she and Victoria Beckham aimed to create their beauty line as "clean beauty" and to incorporate sustainable and cruelty-free elements.
Victoria's reps told ED: "The Victoria Beckham Beauty packaging, developed through Victoria's personal lens, has been consciously designed to be as sleek and sustainable as possible without compromising on luxury.
"Wherever possible, we use post-consumer and recycled materials and minimal plastic. The secondary packaging is made from 100% post-consumer waste and all orders are shipped in recyclable boxes and packed with biodegradable foam that dissolves under running water.
"We are actively engaging resources to incorporate even more post-consumer materials, ocean-bound plastic, and refillable packaging into production. We aren't perfect, but we are committed to partnering with industry leaders in science, technology and sustainability to set better, cleaner, and more ethical standards across beauty."
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