June 23, 2021

How LVMH wants to save the forests

3 min read

As part of EU Green Week 2021, held from May 31 to June 4 and focused on the European Union’s action plan “Towards Zero Pollution for Air, Water and Soil,” LVMH’s new LIFE 360 strategy will guide the group’s environmental initiatives over the next ten years.

Within this frame, LVMH has announced a new partnership with Canopy, a not-for-profit environmental organization dedicated to protecting forests, species and climate, and to strengthen its commitment to forest conservation.

Canopy is involved in Pack4Good and CanopyStyle, respectively packaging and fashion initiatives that work in partnership with brands to change supply chains and save forests, as over 3.2 billion trees are cut down every year to produce paper packaging or fabrics such as viscose and rayon for clothing.

The Pack4Good and CanopyStyle initiatives commitments will be applied to all of LVMH’s 75 brands. Moreover, the group’s commitments include ensuring its supply chains for paper, paper packaging and fabrics that are free of fibers from the world’s ancient and endangered forests by the end of 2022.

LVMH and its maisons will also support the development of Next Generation Solutions, circular economy alternatives that include smart design and game-changing innovations such as the use of agricultural residues, recycled textiles and microbial cellulose to manufacture paper, packaging and textiles instead of endangered forest fiber.

The luxury holding has been involved in environmental policy for the past 27 years. Its policy accelerated in 2012 with the creation of the LIFE (LVMH Initiatives For the Environment) program. By 2020 it further improved the environmental performance of all products and applied higher standards across procurement chains, improved the environmental performance indicators of all sites and reduced CO2 emissions.

It is now involved in pursuing additional targets with its new LIFE 360 plan which has set three key deadlines–2023, 2026 and 2030–and revolves around four pillars: protect biodiversity, fight climate change, support circular economy and pursue transparency targets.

LVMH's Life 360 campaign image

LVMH’s Life 360 campaign image

LVMH has also been a partner of the UNESCO MAB (Man and the Biosphere) program that recently announced the launch of a joint project to combat deforestation in the Amazon and contribute to the rehabilitation of five million hectares of habitat across the world and to limiting the environmental impact of its activities.

The group also announced initiatives of regenerative agriculture programs for raw materials such as grapes, cotton, wool and leather by 2030, as well as regenerating ecosystems and preserving particularly endangered plant and animal species.

LVMH’s past preservation programs include projects such as the “Guerlain for Bees Conservation Program,” which includes the “Women for Bees” initiative, also launched in partnership with UNESCO MAB, to protect a species essential for the safeguarding of biodiversity on earth; the Moët Hennessy “Living Soils” program for soil regeneration; the Hennessy commitment to helping local people take part in reforestation; and the regenerative-agriculture pilot projects launched with the backing of Stella McCartney.

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