Regenerative luxury has taken full measure of planetary limits: not only does it borrow less from nature, but it also gives back more. And this, within the framework of a revisited, much more harmonious relationship between nature and creativity. There are no more dominants, there are alliances with ecosystems.
This ambitious path to regenerative luxury requires a double revolution: that of representations first, then that of innovation. Regeneration indeed implies a profound evolution of our cultural and mental representations. The creative process is transformed: it is matter, and therefore nature, which leads to the creative idea, not the other way around. Next, innovation is key, both to find new materials and to invent new customer experiences. As part of their platform dedicated to regenerative luxury, LVMH with Fendi and Central Saint Martins are exploring new techniques for working with microorganisms. With the Imperial College of London, a project aims to produce laboratory keratin, which can then be used to produce wool, silk, cashmere or even fur. Toshi, the start-up that won the LVMH Innovation Award at VivaTech last June, gives its environmental nobility to the delivery of luxury goods to homes.
Our objective, through this vision, is to deploy in the Houses the four action plans – creative circularity, traceability, biodiversity and climate – of the LIFE 360 program launched in 2021. We must particularly insist on circularity and biodiversity, which are two priority issues for the Group.