A study by the Sheldon Group demonstrates this: Millennials seek to buy from sustainable companies. Due to supply and demand, luxury companies take note and begin to take more steps towards green.
the main sustainability initiatives and the gucci brand carried out in recent years towards the ethical and sustainable trend of fur free, luxury brands are making headlines for announcing sustainable trends.
It is known that this brand is a pioneer in sustainable fashion from the beginning, despite not boasting about this image. Several Viviene Westwood fashion shows, the “ecotricity” trend, are all about renewable energy and calling other luxury brands to move from fossil fuels to green energy.
The campaign started in collaboration with the London Mayor’s Office and the British Fashion Council and the companies of Belfast, Marks or Spencer have committed to follow Westwood. Years of commitment to the environment is shown in sustainable fashion at the V&A Museum in London.
Gucci’s attempt at sustainability was to create 100% traceable handbags in association with sustainability advocate, Livia Firth. In 2010, this luxury brand also introduced recycled packaging with classified paper. In 2011, Gucci launched glasses made from organic materials with castor oil.
in 2012 he launched a collection of sandals made of sustainable and biodegradable plastic. You also said that the leather and fur they used is from verified captive breeding operations or wild populations sustainably.
In 2017, Gucci refused to make and use fur in its collections. The company stopped using fox fur, mink, rabbit, karakul and raccoon fur in the collections. in 2018 the company has used gucci equilibrium to have transparency and sustainability.
The equilibrium.gucci.com website is designed to connect people, the planet and the purpose for gucci staff to volunteer in local communities. Part of the Gucci 10-year plan talks about a waste-free program that uses leather and reduces it in production.