Less than two months after it was revealed that Burberry had destroyed almost $50 million AUD worth of excess stock, the London based fashion giant has announced it will stop that practice. It will also phase out existing real fur products.
Burberry said it already reused, repaired, donated or recycled unsold products, but it would continue to increase these efforts. "This belief is core to us at Burberry and key to our long-term success", said CEO Marco Gobbetti. Their upcoming show at London Fashion Week will be the debut collection from the new chief creative officer Riccardo Tisci.
But Mark Oaten, chief executive of the International Fur Federation, said more action was needed: "Substituting natural fur with plastic petroleum-based materials, like fake fur, is. neither luxury nor responsible and sustainable".
The prestigious fashion event kicks off in the United Kingdom capital from 14 September (18), and will showcase the latest collections from labels including Victoria Beckham, Simone Rocha and Burberry.
Sadly, it's no secret that many fashion companies dispose of unsold goods in ways that are hardly sustainable, not to mention, wasteful, but now, another company is trying to fight that wave.
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Currently Burberry uses mink, rabbit, fox as well as raccoon fur in products, but will end using all fur in the near future.
Burberry and its peers have been burning tens of millions of dollars worth of products annually to maintain the exclusivity and luxury mystique of their brands.
The intention is to "transform 120 tonnes of leather off-cuts into new products over the next five years".
"As fashion week kicks off today in New York, Burberry's compassionate stance couldn't have come at a better time", said the organization's director of worldwide media, Wendy Higgins, in an email.
Burberry reiterated that it takes its environmental obligations seriously, and in May joined the Ellen MacArthur Foundation's Make Fashion Circular initiative to prevent waste in the industry.
A recent PETA poll found that 95 per cent of designers with a show or presentation at London Fashion Week in February didn't use fur in their autumn/winter 2018 collections, including Burberry and Mulberry.