British luxury brand Burberry says it will no longer burn millions of pounds worth of unsold goods or use real fur in its collections in a bid to improve its socially responsible credentials.

Burberry burns US$36 million of its products to stop counterfeiting

The label, which will soon produce its first collection under new designer Riccardo Tisci, said it was committed to becoming more socially and environmentally responsible after its actions sparked an uproar.

The brand also said it would follow other luxury names such as Versace, Gucci and the trailblazer for ethical fashion, Stella McCartney, in removing real fur such as rabbit, fox, mink and Asiatic raccoon from its ranges.

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Burberry came under fire in July after it admitted burning and destroying £28.6 million (US$36 million) worth of unsold fashion and cosmetic products over the previous year to protect its intellectual property and stop illegal copying.

Modern luxury means being socially and environmentally responsible. This belief is core to us at Burberry and key to our long-term success
Marco Gobbetti, chief executive, Burberry

“Modern luxury means being socially and environmentally responsible,” chief executive Marco Gobbetti said.

“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.”

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