Burberry has pledged that it will stop the practice of burning unsold items, after receiving a backlash from environmental campaigners.
The British fashion house made headlines earlier this year when it was revealed that it had destroyed £28.6 million of unsold clothes, bags and perfumes in a year and a total of almost £90 million in the past five years.
The company used this practice – which is fairly commonplace in the fashion industry – to help protect the brand image so that leftover items could not be sold at discount prices. Although the company defended its decision at the time, arguing that all the energy generated from burning the goods was captured, Burberry has now promised that it will reuse, repair, recycle or donate unsaleable products.
"Modern luxury means being socially and environmentally responsible," Burberry's chief executive, Marco Gobbetti said in a statement. "This belief is core to us at Burberry and key to our long-term success. We are committed to applying the same creativity to all parts of Burberry as we do to our products."
In addition to this, the house revealed that it will stop using real fur. Burberry currently uses rabbit, fox, mink and Asiatic racoon fur in its collections, but will include no fur in its upcoming September collection – the first from new creative director Riccardo Tisci – and will phase out all existing fur products.
This story first appeared on ELLE.com/UK.