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# Eco-Friendly High-Fashion Practices
Burberry Makes Moves Toward a More Sustainable Process

By Kalin Ned | Published 2018-09-06 | Eco
Source: Trend Hunter, https://www.trendhunter.com/trends/ecofriendly-highfashion
References: [hypebeast](https://hypebeast.com/2018/9/burberry-stop-burning-unsold-items-bans-fur) & [ca.burberry](https://ca.burberry.com/?locale=en_CA&gclid=EAIaIQobChMIs4etw7em3QIVhrXACh2a2wCtEAAYASAAEgJm4_D_BwE&gclsrc=aw.ds&dclid=COn0zMS3pt0CFQh1AQodtvsLXA)

The movement toward eco-friendly high-fashion has caught up to global London-based label [Burberry](https://www.trendhunter.com/trends/burberry-x-highgrove). Earlier this year, the brand's practices of burning millions of dollars of stock "to protect [itself]" became public knowledge and the backlash forced the luxe fashion house to rethink the approach to its business.

As a result, Burberry announced that it will not only cease to burn unsaleable pieces but it will also [no longer use real fur](https://www.trendhunter.com/trends/ducies-fw25-collection) in its collections. CEO Marco Gobbetti announced that "modern luxury means being socially and environmentally responsible."

This move toward eco-friendly high-fashion may be attributed to an awakening consciousness about the reality of global warming, as well as the power of consumers to speak up and instill change on a corporate level.

Photo Credits: [Ben Awin](https://www.benawin.com/)

## Trend Insights (Trend Hunter)

- Score: 5.1/10
- Popularity: 78% | Activity: 68% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Gen Alpha, Millennial, Gen X
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco)

## Key Themes

### Why This Trend Is Growing

- **Eco-friendly Fashion:** There is a growing trend in the fashion industry toward producing environmentally sustainable and ethically responsible clothing.
- **Sustainable Business Practices:** Companies are increasingly implementing sustainable practices in response to consumer demand for socially and environmentally responsible products.
- **Consumer Activism:** Consumers are using their voices and purchasing power to demand change and hold companies accountable for their actions.

### Industries Being Reshaped

- **Fashion:** The fashion industry has the opportunity to embrace eco-friendly practices and create innovative, sustainable clothing options.
- **Luxury Goods:** Luxury brands can leverage their influence and market position to drive the adoption of sustainable practices and redefine what 'luxury' means in a socially conscious era.
- **Retail:** Retailers can respond to consumer demand for sustainable products by curating collections that prioritize eco-friendly and ethically-made items.

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