Burberry’s Big Green Makeover
In a bold move that’s leaving fashion icons and activists alike grinning, Burberry has announced that it’s stopping the traditional practice of burning unsold stock and cutting out all real fur and angora from its lines. “Modern luxury means being socially and environmentally responsible,” CEO Marco Gobbetti declared—no, often more like bringing the globe back a bit healthier.
What’s the news?
- No more real fur or angora – the brand had already been limiting real fur to rabbit, fox, mink, and Asiatic raccoon, but it’s now fully stepping away from these, plus angora, regardless of how much it already uses.
- Zero fur in Tisci’s debut collection – the bold new creative officer’s debut will be fur‑free, marking its first completely fur‑less capsule.
- Say goodbye to “Perishable luxury” – Burberry will no longer burn or otherwise dispose of unsold products; instead, it will reuse, repair, donate, or recycle them. That clean‑up is part of the company’s broader five‑year responsibility agenda.
PETA Wows with the Victory Flag
The announcement triggered a wild celebration from the animal‑rights folks. PETA tweeted, “VICTORY! Cartwheels are happening at PETA following the announcement that, after more than a decade of campaigns, @Burberry is banning fur and angora from its collections.” Someone probably did a spontaneous cartwheel on the office floor—anyway, the high‑spirited haul couldn’t hurt!
Industry Reaction
Not everyone is thrilled. For example, Mark Oaten of the International Fur Federation told The Guardian he’s disappointed, arguing that the certification of “sustainable fur” via plastic or synthetic substitutes still feels hollow. He says that a truly sustainable brand should use natural products like wool, cotton, leather, silk, and real fur if sourced responsibly.
The Bigger Picture for Luxury
Burberry’s shift shows a bigger trend: luxury brands are rethinking practices that once seemed essential for exclusivity. The company only burned about £28.6 million ($37 million) worth of unsold goods in its last annual report, a huge amount of money now re‑channeled into sustainability. Gobbetti, who stepped in after Christopher Bailey, is on a mission to turn “luxury” into something that feels fashion-forward and win‑win for the planet.
Creative Charge & Future Plans
One of Gobbetti’s first major steps was bringing in Riccardo Tisci as Burberry’s chief creative officer (he’s also been a key player behind groundbreaking lines at Givenchy). Tisci has already set a new creative direction, and with the new fur policy, the brand is ensuring that its next runway shows are truly luxurious without luxury’s old habits.
