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Positive Luxury (PositiveLuxury.com) is an online lifestyle magazine that is updated daily and allows visitors to make fashionable, modern and ethical purchases directly from the website.
The e-commerce lifestyle magazine meshes high quality aesthetics with the ability to learn about the social and environmental initiatives of each featured brands (see the second image in the gallery for an example).
The company logo is a blue butterfly, an insect that was so popular with collectors that they went extinct in Britain; thankfully, conservationists were able to bring them back as part of “the most successful insect reintroduction programme in the world.” Positive Luxury chose the butterfly to represent our potential to help the environment, and to remind us of the impacts of our purchasing habits.
The website was founded by Diana Verde Nieto, a social entrepreneur who had previous founded (and later sold) Clownfish, a sustainability communications consultancy in London.
She launched PositiveLuxury.com as an online showcase for “brands that are stylish, innovative, sustainable and healthy,” the website explains.
“We all love to shop, but more and more of us want to buy products that express our caring and loving attitude to the world around us. Our mission is to tell you more about the environmental and social performance of great brands and products, so that you can feel good and do good at the same time.”
The gallery above also offers a glimpse into the editorial side of the website, which includes articles on health, fashion, lifestyle, relationships and sex, and inspirational stories.