PARIS – French luxury group Kering, which owns brands including Gucci, Saint Laurent, Balenciaga and Alexander McQueen, has issued new guidelines for staff to avoid greenwashing.
A new chapter in the firm’s recently updated ‘Kering Standards’, entitled ‘Guidance for sustainability claims’, says that staff should avoid broad sustainability statements such as “eco-friendly”, “environmentally-friendly” and “green”.
It’s thought to be the first time a major fashion house has issued guidelines on greenwashing which Kering says can lead to “criticism of inappropriate claims on social media” which could “damage corporate and brand reputations”.
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