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As Gen Z ages up, LVMH is doubling down on sustainability.

Jul 28 2021

As Gen Z ages up, LVMH is doubling down on sustainability. The luxury fashion group is building a huge research and development center in France to “develop sustainable luxury fashion solutions.” The center, which will open in 2024 or 2025, will work on reducing products’ environmental footprints, with a focus on “getting rid of plastics.” Solutions found will be applied to not only luxury labels like Fendi and Marc Jacobs, but also jewelry and beauty brands like Fenty. Fashion brands have been getting serious about eco-initiatives to attract next generation shoppers, and LVMH’s commitment could lead to major changes for many big name labels. (Green Queen)