At an event in Paris today, luxury fashion powerhouse Louis Vuitton took a big step towards sustainability with the launch of its new eco friendly initiative Vuitton Vert. As part of an ongoing effort to figure out a new way to produce and consume fashion, the programme represents a landmark moment for the luxury industry’s efforts to present the environment while meeting the need for sustainable products.

The Vuitton Vert is at the heart of a pledge to source 100% of its materials from sustainable or recycled sources by 2030. It is an audacious aim that goes from the leather used to create Louis Vuitton’s iconic handbags to the fabrics used in its ready to wear collections. The company has teamed up with other environmental and material suppliers that are considered the leaders in the world of ecological responsibility.

The brand is dedicated to innovation and sustainability and CEO Michael Burke emphasised this at the launch event, at the historic Louis Vuitton Foundation Paris. Since we’re a leader of the luxury fashion industry, we have a responsibility to lead by example and drive positive change,” Burke said. “Our entire supply chain design, production and consumption is moving from linear to reverse, from production to consumption, from top down to bottom up and from horizontal to vertical.

The Vuitton Vert initiative is one of the most exciting things now with a new line of products all upcycled and recycled products. Up next, next spring, the “Renaissance Collection” will introduce reimagined pieces of classic Louis Vuitton with materials such as recycled textile, leather offcuts and plastic waste retrieved from the ocean. By taking this innovative approach, not only is trash disposed of but materials would otherwise be sent to landfills are given a second life.

Unlike other brands, Louis Vuitton is focused not just on sustainable materials, but how to drastically reduce its carbon footprint across all its operations. It wants to be carbon neutral in its manufacturing facilities by 2025, and has said it will use 100 per cent renewable energy in its stores and offices around the world by 2023. In addition to that, Louis Vuitton will kick off a global reforestation programme that will plant one million trees across deforestation areas during the next five years.

This Vuitton Vert initiative also includes a holistic education and awareness system targeted at consumers at engaging with brand efforts in sustainability. The French luxury company Louis Vuitton will unveil a digital platform that will trace the origin and the environmental influence of your purchases, in order to increase transparency and favour more responsible consumption. In addition, the brand will provide repair and restoration services for its products to extend the customers’ life of those products and reduce the need to buy new ones.

By taking this brave move toward sustainability, fashion industry experts have applauded Louis Vuitton and many are hopeful that the company’s move will serve as a catalyst for positive change throughout the luxury sector. ‘Louis Vuitton’s commitment to sustainability has set a new standard for the industry,’ said Anna Wintour, editor-in-chief of Vogue, who attended the launch event. That’s good to see a company of this calibre taking such clear action on environmental issues.

Long time Louis Vuitton customers as well as a new wave of environmentally conscious consumers have welcomed the launch of Vuitton Vert. The discussions surrounding the initiative have been social media platforms, with brands being commended for being bold early adopters of sustainability. In addition, the message has been given a boost by celebrity ambassadors such as Emma Watson and Léa Seydoux.

As part of its Vuitton Vert initiative, fashion brand Louis Vuitton has revealed a number of collaborations with aspiring sustainable fashion entrepreneurs and eco-friendly startups. The goal behind these partnerships is to incubate sustainable luxury innovation and offer a space for new voices in the industry. Among the first of these collaborations, due to be unveiled later this year, Louis Vuitton is promising to marry its timeless elegance with cutting edge sustainable design techniques.

The launch of Vuitton Vert symbolises an important point for luxury fashion industry’s journey towards sustainability. One of the most important brands in the world, Louis Vuitton’s dedication to environmental responsible has the ability to lead to a revolution in its sector. Consumers are increasingly looking for sustainable options, in all aspects of life, including fashion, and how Vuitton Vert fair could well set the tone for the ways in which the luxury industry as a whole will evolve in future.