Louis vuitton, prada and valentino change logos for recycled products

Sustainable development is no longer a trend. It is an essential change to survive. And fashion houses show their support for sustainability by changing their logos for products made with recycled materials. This is a move of interest, because modifying the face of the brand identity – the logo itself – is not a trivial matter.

Louis vuitton, prada and valentino change logos for recycled products

This story became a hot topic because of the upcoming Louis Vuitton sneakers.

The LV Trainer model scheduled for September 2022 is decorated with a very different version of the Louis Vuitton logo. The two letters L and V represent are connected with an arrow, making the logo look like a familiar recycling symbol.

According to Louis Vuitton, the sneakers have a midsole made of 94% recycled polyurethane, an inner lining from 100% recycled cotton, and an insole made from 100% recycled polyurethane. The upper is not made from leather, but from recycled polyester combined with bioplastic extracted from corn / corn. The shoelaces are also woven from recycled polyester yarn.

This logo template, created by late designer Virgil Abloh for Louis Vuitton, first appeared in the upcycle series of the spring/summer 2021 men’s collection. The LV logo combined with the recycled icon helps to accentuate heavily on the reforms of Louis Vuitton, according to regulations set out by parent group LVMH.

“Changing a classic logo like Louis Vuitton is a bold decision,” Erin Allweiss, founder of consulting firm No.29, told Business of Fashion . Changing the logo is like changing the face of a brand, so it has a big impact on the business. This shows Louis Vuitton’s determination towards sustainable development.

Before Louis Vuitton were Prada and Valentino

Louis Vuitton is not the only brand to change the logo to emphasize its environmental activities.

In early 2022, Valentino launched Open For A Change sneakers with recycled materials. The upper is made of recycled polyester and corn-derived faux leather. The sole is made from 50% recycled rubber. To help customers distinguish them from the regular product line, they feature tongues emblazoned with the V logo surrounded by a recycled logo.

Prada must have started this trend very early. When launching Re-Nylon designs made of Econyl (recycled nylon) from 2019, the line was formatted with a triangular logo with an arrow representing the closed circle commonly found in the chain. recycling supply.

In changing the logo for the recycled product line, are luxury fashion houses greenwashing?
For a long time, sustainable development seems to go against the luxury fashion business model.

Luxury fashion is, in essence, high-end. Products must be made from the highest quality, rarest materials, whether leather or perfume. Recycled products are considered low-grade because the source material, once recycled, is considered unable to maintain its superior quality.

To maintain luxury prices, fashion brands limit sales. Products that are backlogged when out of season are often destroyed instead of discounted, because fashion houses do not want to devalue products and also limit the habit of hunting sale goods in customers. However, the destruction of products is considered a waste of environmental resources, so it is not really green at all.

Therefore, the introduction of sustainable product lines, identified with a new logo, represents a revolution in luxury brands. It also shows that customers’ perception of green fashion is changing. Because without demand there would be no supply.

“The logo represents trust,” Milton Pedraza, founder of luxury market research firm Luxury Institute, told Business of Fashion. A modified logo brings a youthful, modern breath to long-standing fashion houses like Louis Vuitton and Prada. Thereby helping companies reach young customers.

Still, some fear that fashion brands are simply greenwashing. Because the model of fashion is to increase sales by all means. But bluff shopping often goes against the trend of thrift living to reduce environmental pressure.

“Capitalism is like that. Billions of dong are spent to advertise and attract these products for the purpose of sales. I think that people who live according to the green and clean standards don’t need to stick a logo on them,” Allweiss said.

WHAT IS GREENWASHING?

Greenwashing is when an entity advertises that it adopts environmentally friendly business practices, but does not apply them in practice.

For the brands mentioned above (Louis Vuitton, Prada and Valentino), products made from sustainable materials are only the first step in the path of reform to sustainable development. Brands will have to do more than that. For example, opening a point to buy old products from customers, for example.

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