It was just a few months ago that Burberry was being roasted in the press and on social media for incinerating $37.8 million worth of product to keep it from entering the market and diluting the brand's high-end image. Now, the label is trying to burnish its reputation in the eyes of an increasingly eco-conscious public by promising to not only stop burning merchandise, but also to stop using fur, according to a Business of Fashion interview with Burberry CEO Marco Gobbetti.
"We think that modern luxury that doesn't take into account the social and environmental responsibility really has no meaning," Gobbetti said. "Now customers are not happy if you don't care about the environment they live in."
The newly furless Burberry will debut later this month with designer Riccardo Tisci's long-awaited first collection for the label, which will be shown on September 17 at London Fashion Week. Gobbetti pointed out that the last two runway seasons at Burberry had already been fur-free, but the upcoming one is the first that the label has made a statement about.
"We're making a firm commitment on it," he explained to BoF. "There's a little bit [of fur] to phase out as there is still some in the stores and we will phase it out, but it was already not a part of our creative thinking. It clarifies our position."