Fashion brands

Haute couture brands are remixing their logos for lasting collections

Moncler is another brand that launched an enduring collection in 2021. Named “Born To Protect,” it takes a similar angle to Prada by incorporating arrows into its traditional winged mountain logo.

All products in this collection do not use fur and instead use recycled nylon and polyester, organic cotton. The products of the “Born To Protect” collection cover the range of clothing for men, women and children.

Yet the vast majority of Moncler’s products do not consider negative environmental or social consequences. Its supply chain barely meets certified labor standards and shows no evidence that workers are paid the living wage.

On top of that, Moncler may have set ambitious, science-based targets to reduce carbon emissions generated by its operations and supply chain, but there is no evidence that the brand is on track for reach.

It gets the same Good On You rating as Prada, a low 2 out of 5 – again, “not good enough”.

Notice a logo trend? Either these brands hire the same graphic designers, or they’re too lazy to think of any symbol of sustainability other than the recycling arrow.

In 2021, Louis Vuitton created an upcycled version of the design of the late Virgil Abloh sneakers, made entirely from materials taken from old pairs. The collection was designed as part of LV’s mission to make its products last longer as fashion consciousness increases.

But Louis Vuitton is well known for its use of exotic animal furs, skins, down and leather – a practice that regularly draws negative attention to the brand. Its reports on protecting suppliers and workers in the supply chain also reveal inadequate policies and safeguards.

Clearly, Good on You isn’t shy about awarding “not good enough” ratings to the world’s most renowned brands, and Louis Vuitton gets scores here too – a sorry 2 out of 5.

All in all, it’s hard not to see these capsule collections or limited editions as anything other than a greenwashing marketing ploy put forward to make brands more appealing to those who don’t want to dig deeper.

While efforts to create products that are better for the planet – and the potential environmental awareness they generate among its consumers – are worthy of some merit, they cannot serve as a band-aid for other shortcomings. in areas such as social responsibility and worker protection. .