Stella McCartney is one of PPR Group’s umbrella of luxury brands.
PPR Group, the French multinational parent behind high-end labels like Gucci, Yves Saint Laurent, Balenciaga, Stella McCartney, and Puma, is launching a multi-tiered sustainability project for its raft of global brands. With an annual budget of €10 million (about $14.1 million), “PPR Home” is no mere tree-saving side project. Featuring a “Creative Sustainability Lab” in partnership with Cradle to Cradle, the initiative seeks to offset the conglomerate’s entire 2010 footprint (an estimated 98,729 tons of carbon), as well as jump-start new standards in sustainability reporting in its luxury, sports and lifestyle, and retail sectors.
Gucci’s redesigned packaging uses Forestry Stewardship Council-certified paper.
Like a true fashion-forward enterprise, PPR plans on becoming a sustainable trendsetter of the future. “My deep conviction that sustainability creates value is part of my strategic vision for PPR,” says Francois-Henri Pinault, the company’s CEO and husband of actress Salma Hayek, an environmental advocate in her own right. “Sustainability can—and must—give rise to new, highly ambitious business models and become a lever of competitiveness for our brands.”
Puma, which recently reinvented the shoebox, will be the first PPR brand to complete an environmental profit-and-loss statement.
PPR Home, which Pinault and Puma “top cat” (and PPR chief sustainability officer) Jochen Zeitz announced last week, comes more than 10 years after the group implemented its first environmental and social codes of ethics. The new Creative Sustainability Lab is will employ 15 full-time staff and consult with Cradle to Cradle and other experts to “rethink and reconsider product and business development” according to smart design principles.
The ideas driven by the project will reach across all brands under the PPR Group umbrella. Puma, which recently reinvented the shoebox, will be the first PPR brand to complete an profit-and-loss statement detailing the environmental impacts—both positive and negative—of the company’s carbon-reducing programs.
The far-reaching potential of such a heavily funded, worldwide initiative is not to be pooh-poohed. Looks like our green-fashion army is adding a much-needed super-soldier to its ranks.