Burberry’s CEO Marco Gobbetti is in the process of repositioning the quintessential British fashion house as more upmarket and is pinning his hopes on Riccardo Tisci, a designer whose costumes adorned Beyonce and Madonna.
Quintessential British luxury brand Burberry has stated it will stop burning unsold goods worth millions of pounds as well as stop using real fur in its entire range. The move comes in the wake of an uproar over its environmental credentials.
Burberry set to produce its first collection under Riccardo Tisci, a new designer, said it was committed to embracing environmental and social norms and responsibilities.
It also admitted to burning 28.6 million pounds worth of goods in its last fiscal year.
Burberry also mentioned it would no longer use the real fur of rabbits, foxes, Asiatic raccoons and minks in its range and would follow ethical fashion luxury brands such as Versace, Gucci and others who have adopted such environmental and social responsibilities.
“Modern luxury means being socially and environmentally responsible,” said Marco Gobbetti, Burberry’s Chief Executive. “This belief is core to us at Burberry and key to our long-term success.
He went on to add, “We are committed to applying the same creativity to all parts of Burberry as we do to our products.”