How Chinese luxury brands are making fashion and beauty eco-friendly and sustainable
We’ve had a preview of the latest LuxePulse: Beauty quarterly report – a 46-page report of the latest market scan and the results are encouraging. This piece from the report concerns renewed momentum around sustainability:
While sustainability is nothing new and reports of Chinese consumers’ interest in all things natural and environmentally responsible have been spoken about for some time, there does seem to be new momentum across fashion, beauty and hospitality sectors in China to act.
China’s textile giant Shandong Ruyi – owner of brands such as Bally, the SMCP group and Aquascutum – signed the Fashion Pact ahead of the G7 Summit in September 2019. As the only Chinese corporation, Ruyi has very publicly committed to the Pact’s three goals of:
• Stopping global warming through a “zero greenhouse gas emissions by 2050” action plan;
• Restoring biodiversity by protecting species and restoring natural ecosystems and
• Protecting the oceans by removing the fashion industry’s usage of single-use plastics.
In October 2019, Kering announced Chinese start-ups Melephant, Heyuan and FeiLiu Technology as the winners of its inaugural sustainable innovation K Generation Awards. Melephant created natural dyes from organic waste, while Heyuan has developed an innovative water treatment technology for printing and dyeing, and FeiLiu leverages artificial intelligence to optimise supply chains reducing over production.
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This article originally appeared on The Luxury Conversation.
Chinese giant Shandong Ruyi, which owns Bally, the SMCP group and Aquascutum, aims to stop global warming, reduce gas emissions, protect the environment and remove single-use plastics