It is becoming increasingly clear that the future of luxury lies in sustainability and social commitment. This is something that the LVMH group has been integrating for years, especially concerning the environment.
Transversal projects of LVMH
Their work materializes in various projects. The main one is LIFE, the program from which their environmental objectives originate. These translate into measures applied across all the group’s Maisons and at all levels and processes: from minor things like store lighting to the commitment to reduce CO2 levels by 25% by 2020.
They also have other programs focused on education. The Environment Academy is dedicated to training staff and external collaborators in the protection of natural resources. Meanwhile, through Maison/0, they collaborate with the prestigious Central Saint Martins Art and Design School in London to train the next generation of creatives in sustainable luxury.
Some of the projects of Maison/0.
These global initiatives apply to all the brands that currently make up LVMH. Fendi, Louis Vuitton, Loewe, Celine, Christian Dior, Guerlain, Givenchy, Kenzo, Bvlgari, and Hublot are just some of the best-known ones in the fashion, cosmetics, perfumery, or jewelry and watchmaking sectors. However, some of them also undertake individual actions to collaborate with the planet or with the less fortunate.
Ardberg: beer to provide clean water to Malawi
A much less known investment sector of the LVMH group is alcoholic beverages. Some of the world’s most premium wineries and distilleries are part of the company. Among them, Ardberg, one of the most renowned Scotch whisky producers, has just launched its first-ever limited edition beer, the Shortie Smoky Porter. All proceeds from its sale will go towards supporting clean water projects in Malawi.
It is Ardberg’s first beer, and its profits will go towards clean water projects in Malawi.
It was launched on March 22nd to commemorate World Water Day and is a limited edition.
Silver Lockit Bracelets: Louis Vuitton in collaboration with Unicef
The latter case is that of Louis Vuitton and its collaboration with UNICEF. The brand launched the new design of the Silver Lockit bracelets on February 21st, with Virgil Abloh in charge of their renovation. To do this, the designer has drawn inspiration from his spring-summer 2020 collection, which is evident both in the colors and materials. The Silver Lockits are made of sterling silver and an adjustable cord available in four colors: black, orange, celadon green, and blue with touches of yellow.
For every bracelet sold, €200 is donated to UNICEF.
For every bracelet sold, Louis Vuitton donates $200 to UNICEF. This way, customers have the opportunity to support the organization’s work and contribute to funding its projects worldwide. Since its launch in 2016, this collaboration has raised almost $10 million to help children at risk.
Sustainability has been a major concern in the luxury world for years. However, gradually, another significant aspect has been added to this: people. A trend that will undoubtedly intensify following the global crisis that the coronavirus is leaving in its wake. With initiatives like these, LVMH group brands contribute to creating a better world through their creations.
