Louis Vuitton recipient of Positive Luxury award

Louis Vuitton has been awarded the Butterfly Mark by Positive Luxury for
excellence across areas of innovation, social and environmental practices,
governance, and philanthropy.

Positive Luxury’s mission is to inspire people to buy better and influence
brands to do better. The company awards the Butterfly Mark to luxury brands
that are committed to sustainability, helping consumers shop with
confidence.

Since 1854, when Louis Vuitton was founded, the brand has continually
embraced the notions of innovation, collaboration and daring, challenging
the boundaries between craftsmanship, art and design.

“Great design, sustainability and a great business do go hand in hand,”
said Louis Vuitton CEO Michael Burke in a statement, describing how
sustainability is integral to its business.

Founded in 2011, Positive Luxury celebrates brands that act with a deep
respect for our world and generations to come. They provide transparency
through the interactive Butterfly Mark, showcasing luxury brands who are
proactively taking the lead on sustainability.

Luxury brands can have a positive impact on the world

To be awarded the Butterfly Mark and be part of the Positive Luxury
community, a brand must make a positive impact on people and the planet.
The assessment ensures they go beyond achieving a minimum sustainable
business standard that is compliant with international law and best
practice principles. The assessment evaluates companies across five
criteria, which include governance, social framework, innovation,
philanthropy, and environmental framework.

The Butterfly Mark originates from the success story of the Large British
Blue Butterfly. This species was extinct in Britain in 1979, yet was
brought back to the natural world due to the dedication of multiple
organisations and individuals.

Today, the story of the Large Blue Butterfly is known as the most
successful insect reintroduction in the world.

This story was told to co-founder and CEO Diana Verde Nieto by Sir David
Attenborough in 2010, when she had the honour of presenting him with his
Lifetime Achievement Award. It inspired her to consider how if everyone put
our minds together, together we can reverse the negative impact we are
having on our planet’s resources.

Photo credit: Positive Luxury website

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