François - Henri Pinault and the commitment of brands for climate change
And what if luxury finally adopted the most fashionable trend of the moment, the commitment to the planet!
The furs? Neglected by brands such as Burberry, Gucci or Versace. The leather? Stella Mc Cartney has already replaced it with eco-responsible materials such as Eco Alter Nappa and Chanel has given up exotic leathers... Today, many houses are looking for new sustainable models. It is the end of "fashion faux pas" such as the Chanel Autumn - Winter 2018 fashion show at the Grand Palais, where the decor was a magnificent forest of oaks and poplars restored, which had provoked an uprising among Internet users and the anger of associations such as the FNE (France Nature Environnement)
But here we are, beyond the intentions and the first changes, the fashion industry remains the 2nd most polluting industry in the world with 4 million tons of textile wasted each year and 79 billion cubic meters of water used... A real challenge for the world of luxury and fashion!
To this end, nearly 150 brands led by François-Henri Pinault, CEO of the luxury group Kering, presented a series of objectives relating to the environmental impact of the textile industry on 26 August at the G7. Among these brands, major luxury brands such as Hermès, Chanel, Prada, Burberry, sports equipment manufacturers such as Adidas, Puma, Nike and also "fast fashion" giants such as Gap or H&M.
Mandated by President Emmanuel Macron and led by François-Henri Pinault, the Fashion Pact presented to the G7 defined 16 strategic axes, each within one of the three essential fields of action: Respect for biodiversity, protection of the oceans and limitation of climate impact. Through this text, France wished to use its dual legitimacy as president of the G7 2019 in Biarritz and leader on the world luxury market, as a powerful argument to mobilize the greatest number of market players around climate issues.
The main objectives of the Fashion Pact? The end of CO2 emissions by 2050, by using 100% renewable energy throughout the supply chain, in the shorter term, the elimination of single-use plastics and also the end of the use of materials from intensive livestock farming. Although for the time being based on voluntary action, this commitment to more virtuous practices is moving towards true regulation of this market. And as Marie - Claire Deveu, Kering's Director of Sustainable Development and International Institutional Relations, explains, "In fashion, the best police officer is not a state, it is the consumer, the citizen".
Thibaut de La Rivière, director of Sup de luxe, trusts the "Sustainable Native" generation to react to climate and ecological issues, both in its purchasing behaviour and as an actor on social networks.