Burberry has always been one of the key players at the forefront of innovation in the luxury fashion space. The brand was the first in 2009 to live-stream its runway shows, made a game-changing shift towards a 'see now, buy now' approach, and made runway shows more than just about the fashion, with live performances by some of its Burberry Acoustic artists.
Now, Burberry is introducing a sustainability initiative that not only informs and educates customers, but also adds a layer of transparency to the brand's manufacturing processes. A dedicated sustainability labelling will now be rolled out across Burberry's key categories. The new pistachio-coloured labels highlight the sustainable and environmental footprints that each product goes through. Burberry calls these 'positive attributes' and they range from the amount of organic content or recycled natural fibres used to more social aspects of production, such as workers being paid a living wage or supported through well-being programmes.
As it stands, two thirds of Burberry's products already bear at least two of such positive attributes. Burberry is targeting that all of its products will meet these standards by 2022.
Further highlighting Burberry's sustainability efforts, the brand has also curated a selection of 26 pieces from the spring/summer 2020 collection that were already made using sustainable materials. The ReBurberry Edit spans across menswear, womenswear, and accessories, with every piece topped off with the new pistachio labels. Eyewear featured in ReBurberry Edit include pieces created from bio-based acetates, while signature Burberry outerwear such as trench coats, parkas and capes, as well as accessories, are made from recycled nylon fabric ECONYL® (a material that Burberry began using back in 2019). Not only are the materials sustainable, but the manufacturing processes in making a number of the pieces also make use of less water and energy, and in some cases, renewable energy is used instead.
All these initiatives, underscore Burberry's call to action for a more environmentally friendly and sustainable approach to fashion and luxury. The brand has already pledged to be carbon neutral in its operational energy use by 2022, and within the same period, convert completely to renewable energy sources.
