Fashion Circles Set Off Sustainable Trends, Luxury Brands Create Green Fashion Industry

Recently, French Fashion Institute (IFM) and Global Fashion Agenda, the organizer of the Copenhagen fashion summit, signed a memorandum of understanding. We agreed to strengthen the two institutions. Fashion industry Cooperation on sustainable development. With the awakening of environmental awareness of global consumers, more and more attention has been paid to the problems of corporate environment and social responsibility. Fashion brands are also showing their green images in every way.

　　 Burning stock raises controversy

In July this year, a number of foreign media reported that in order to maintain brand value, Burberry burned 2860 yuan worth of Wan Yingbang's clothing, accessories and perfume in the past year. As expected, the move caused a great stir in social media, and netizens condemned the waste and immoral behavior of the brand. Second hand clothing Consignment website thredUP even published an open letter, said: "fashion industry is exacerbating the environmental crisis, responsible for 10% of global carbon emissions. Now we invite Burberry to send the unsold products to thredUP and go to the market of circular economy. We will donate all the proceeds to the environmental charity that your company chooses. "

In response to the controversy, Burberry subsequently issued an official statement, responding: "when we need to deal with products, we will deal with it responsibly and will continue to look for ways to reduce waste." The company said that measures have been taken to minimize excess inventories, and will conscientiously fulfill the obligations of environmental protection and make full use of the energy generated by combustion inventories.

Industry experts point out that Burberry is not the only luxury company to destroy unsold goods in order to protect commercial interests. In an interview with Dazed, Arnaud Cadart, an analyst with many years of tracking luxury goods, said: "in order to maintain high brand value and intellectual property rights, the destruction of the warehouse is a common practice in the fashion industry. Few luxury companies can empty excess inventories only through daily sales. " Fashion brands usually rely on high prices to show their high-end brand positioning. If luxury goods choose to discount prices to clean up inventory, they often leave consumers with a negative impression of "unsalable" and "cheap", and even affect the commodities that are selling at positive prices. Therefore, they prefer to sell themselves rather than sell them at a discount. Luxury industry The hidden rules.

　　 The green tide swept the fashion industry

Although Burberry has caused a crusade, in fact, in recent years, sustainable development has gradually become Fashion industry The popular trend. Many luxury brands have already started to promote sustainable development, and Kai Yun group is the leader. Last year, the group issued an environmental profit and loss tool (EP&L) to the media, which directly calculated the environmental impact caused by the extraction of raw materials to the final sales process in the form of currency, thereby strictly controlling and optimizing the environmental damage caused by management, production and operation in the supply chain. CEO Frederick Lukoff, Stella McCartney of Kai Yun group's brand, said: "all businesses have negative impacts on the environment, and we have been striving to balance our environmental accounts." We are developing environmentally friendly projects to generate positive benefits for our environmental accounts.

In addition, Gucci President Marco Bizzarri said at the end of last year's speech at the London Fashion Institute in London that Gucci will completely abandon all animals since the spring and summer series in 2018. Fur materials 。 Boucheron promised to use one hundred percent of its moral gold in 2020. Balenciaga has introduced a leather called "Sugarena", which uses new tanning and dyeing technology, and can also avoid heavy metal pollution. The fast fashion brand, represented by Zara and H&M, also announced that it will participate in sustainable fashion practice by improving bleaching technology and old clothes recycling. The trend of sustainable development is sweeping the whole industry from top to bottom.

　　 Industry meets challenges

In 2009, the Copenhagen fashion summit, known as the "fashion Davos forum", was held for the first time. The main decision-makers and opinion leaders of the global fashion industry were invited to focus on the environmental, social and moral issues related to the fashion industry. Since the early stage of its creation, it has discussed the direction of the industry's macro issues and market participants. The summit is regarded as the authoritative opinion on sustainable fashion issues, and is also the main promoter of sustainable fashion in the past 10 years.

The global fashion association is the general brand created around the Copenhagen fashion summit. It publishes the Research Report on sustainable development and lobbied among different countries and international agencies to promote sustainable business in the fashion industry. The memorandum of understanding signed by the French Fashion Institute and the global fashion association will expand the consensus on social responsibility and environmental issues among the French brands, which will lead to more profound changes in French fashion enterprises, encourage industry leaders to turn to new business models, and further refer to the sustainable development path of luxury goods industry. In the future, the two sides will participate in round table discussions and joint reports on sustainable development challenges by inviting executives and creative directors to track the progress in this field in real time and arouse the attention of the green fashion industry both inside and outside the industry.

Eva Kruse, chief executive of the global fashion association, said in an official statement: "the social and environmental challenges facing the fashion circle and the earth require concerted efforts from all of us. France's fashion industry is one of the most influential industry leaders in the world, so we have been working closely with the French luxury giant Kai Yun group for sustainable business. The signing of this memorandum of understanding is of great importance to the wider cooperation between French fashion brands in the future. It also helps to guide more industry leaders around the world to move towards new business models to protect our future generations, long-term interests and the earth.