European Sustainable Development Week 2021: LVMH spotlights creative circularity, one of four pillars of the Group’s LIFE 360 strategy, “the alliance of nature and creativity for a new luxury”



LIFE 360

Launched at the initiative of France in 2003, European Sustainable Development Week is an opportunity to stimulate and increase the visibility of initiatives that promote sustainable development. Each year the event seeks to heighten awareness of the 17 Sustainable Development Goals (SDGs) among a broad audience.

In the spring of 2021 LVMH announced its vision for a “new luxury”, unveiling the LIFE 360 strategy. With concrete actions plans centered on creative circularity, traceability, biodiversity and climate, LIFE 360 is the LVMH Group’s new environmental compass for the coming decade, resolutely set on forging a new alliance between nature and creativity.

In conjunction with European Sustainable Development Week 2021 we are spotlighting creative circularity, one of the key pillars of our new LIFE 360 strategy. By 2030 LVMH wants all its new products to be the fruit of ecodesign, and also aims to phase out all use of plastic from virgin fossil oil by 2026. At the same time, the Group will begin testing new circular services. The over-arching goal is to ensure that these efforts have a positive impact at strategic stages in the product lifecycle, guided by four principles:

  • Ecodesign by selecting certain raw materials and harnessing innovation (recycled materials, bio-based materials, certified materials and/or materials from regenerative agriculture, biotech materials and other innovations).
  • Processing and manufacturing techniques that reduce environmental impacts.
  • Product longevity as the DNA of luxury (high-quality products, repair and patina, refills and filling systems, product makeovers and new services)
  • BORN-AGAIN. A second life for materials and products thanks to repurposing, reuse, recycling and upcycling.

An array of initial actions kicked off in 2021, including Nona Source. Developed through the LVMH’s DARE internal entrepreneurial program and now located at the fashion incubator La Caserne in Paris, Nona Source is a platform that resells so-called deadstock fabrics to young fashion brands outside LVMH. The startup centralizes, upcycles and sells deadstock fabrics and leathers from LVMH fashion houses. This supports a circular fashion model and strengthens LVMH’s support for the creative community.

LVMH Maisons are also involved in a multitude of innovative projects such as the Loewe Surplus Project, which crafts bags solely using leather offcuts from previous collections. As part of this ambitious and environmentally-friendly luxury initiative, the iconic Loewe Basket bag is woven from excess leather strips in a variety of colors. The availability of excess leather sparked the idea of creating new models while helping the Maison become more sustainable. The Surplus Project expresses the same ethos as the Eye/LOEWE/Nature collection, created from upcycled and ecoresponsible materials. Loewe continues to explore virtuous and innovative craft, pursuing its journey as a responsible fashion house at every step in the creative process.

In the wines and spirits sector, Ruinart invented a new packaging dubbed “Second Skin”, boasting very light weight and minimal use of materials. Made from European FSC certified paper, this new disruptive packaging weighs 90% less than standard boxes and reduces the carbon footprint by 60%.

Another priority for LVMH Maisons is limiting the environmental impact of point-of-sale  advertising, store furniture and window displays. Parfums Bvlgari has taken a series of actions to minimize the environmental footprint of its products. New designs cut the impact of point-of-sale merchandising materials for the launch of Bvlgari Man Glacial Essence by 87%, while communication for the Omnilandia program was delivered in flat-packs, eliminating the need for plastic transport packaging.

The LIFE 360 program sets targets for 2023, 2026 and 2030, charting a course for products that are in harmony with nature, embodying the LVMH Group’s environmental vision and helping protect biodiversity and the climate by mobilizing all stakeholders. This ambition is detailed in the LVMH Social and Environmental Responsibility Report, which features the many initiatives taken by our Maisons to protect and preserve the environment.

The report closes with a section called “In Finer Detail”,  offering a close-up on the Group’s social and environmental governance, social and environmental indicators, responsible purchasing policy and other key figures.