Luxury and fashion giant LVMH on Tuesday announced a major deal with UAE shopping center developers at COP28 in Dubai, designed to reduce water use and boost waste management.
In a related move, LVMH also unveiled a new sustainability project in the Amazon aimed at biodiversity projects in Brazil, and announced its support for a 'Sustainable Market' pavilion by Stella McCartney, a fashion house controlled by the conglomerate. .
LVMH Image and Environment Director Antoine Arnault signed the shopping center agreement with four leading real estate developers in the UAE: Chalhoub Group, Emaar Malls, Majid Al Futtaim and Aldar Properties. Its objective: minimize the environmental impact of shopping centers in a region, where much of commercial and social life takes place in shopping centers.
The signing and announcement were the latest move by LVMH to burnish the conglomerate's overall reputation rather than that of its group of some 70 luxury brands that include Louis Vuitton, Dior, Dom Perignon, Fendi, Sephora and Hennessy.
All activations are part of LVMH's Life 360, the group's environmental action program, based on four pillars: the fight against climate change, the protection of biodiversity, creative circularity and traceability.
“In line with the ambitious sustainability goals set by LVMH as part of our Life 360 roadmap, the Life in Stores initiative is key to optimizing the environmental performance of our stores and reducing their footprint. Our maisons strive to offer customers a unique experience and we adhere to the highest standards, from the design and operation of our stores to the focus we place on our customers and society. These two new commitments with important local partners in the United Arab Emirates and Florida, United States, announced today, are an important step in aligning our commitment to distribution excellence with our climate ambitions. This requires a continued effort to improve the environmental performance of our more than 5,600 stores around the world,” said Arnault, who signed the mall agreement on Saturday.
In Florida, LVMH actively collaborates with the Miami Design District (MDD), a neighborhood dedicated to innovative fashion, design, art, architecture and gastronomy. The partnership between the group and MDD will involve the 15 LVMH luxury brands that rent retail space in the Miami Design District, including Louis Vuitton, Dior, Fendi, Berluti, Tiffany & Co., Bulgari and Hublot.
“We are delighted to be able to expand our collaboration with Miami Design District as we move towards greater sustainability, and we encourage other industry players to join us,” said Antoine Arnault, the eldest son of LVMH majority shareholder Bernard Arnault. .
Inspired by Stella McCartney's sustainable flea market held in Paris during her most recent show in October, the designer's new pavilion in Dubai showcased regenerative cotton from Söktas and startup BioFluff, a 100% plant-based alternative to animal fur. McCartney and LVMH bubble brand Veuve Clicquot also highlighted a Frayme bag, made from fabric made from recycled wine waste.
In the Amazon, LVMH is investing €1 million in its partnership with For Amazon Sustainability (FAS) to balance environmental protection with sustainable development that respects local cultural contexts and combats deforestation.
LVMH's overall goal is to regenerate 5 million hectares of wildlife habitat worldwide and limit the environmental impact of its activities, the group said in a statement.
The Paris-based family luxury empire was also keen to announce the first results of its partnership with the Circular Bioeconomy Alliance (CBA), formalized in November 2022 at COP 27 in Egypt. As a result, about 500 farmers around Lake Chad were identified and trained; 12 hectares were set aside to act as a laboratory and training center; and a 0.5 hectare tree nursery was opened to supply the plants farmers need.
The group said it was “delighted” that Berluti, where Antoine has been CEO for a decade, has become the first luxury Maison worldwide to achieve Forest Stewardship Council Complete Project certification at its Berluti store in the Mall of Emirates, owned by Majid al-Futtaim Properties, a signatory of the Mall agreement.
“We are delighted with the FSC certification of the first Maison Berluti store. Thanks to its commitment, the LVMH Group is doing its bit to help conserve forests, through a new and innovative project in the luxury sector. FSC project certification also demonstrates the commitment of all stakeholders, from architects to craftsmen. Ensuring that wood materials used in construction or development projects come from responsible sources is essential to support the eco-responsible approach of certified forest managers. At a time when forests face so many crises (climate change, loss of biodiversity), they can also provide solutions,” said Aurélien Sautière, Executive Director of FSC France.
On Monday, editors and media received emails with the date of a Life 360 Summit at UNESCO in Paris, where the group will announce the results of three years of work on the environment.
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