LVMH, in partnership with Unesco MAB (Man and the Biosphere) revealed its new biodiversity strategy during the Forum “Our planet, Our Future” by Unesco. This new announcement is part of the LIFE 360 program, the new LVMH strategy for the Enviroment. 

With this program, LVMH aims to have a positive contribution to biodiversity by helping to rehabilitate 5 million hectares of flora and fauna by the year 2030, mainly through regenerative agriculture. The goal of this partnership is to fight deforestation in the Amazon. 

“Luxury is at the intersection of nature and creativity: we need nature in order to craft our high-quality products, and nature must be renewed and safeguarded. As the world leader in luxury, LVMH has committed to making the protection of biodiversity an absolute priority, and to being an exemplary actor of change –“ says Antoine Arnault, LVMH Image & Environment.

The group pledged its commitment to not using raw materials from zones with high risk of deforestation and desertification, such as the Amazon; along with the deployment of regenerative agriculture programs of raw materials like grapes, cotton, wool and leather. Other programs launched by LMVH are: “The Guerlain for Bees Conservation Program”, the Moët Hennessy “Living Soils” program for soil regeneration, and the regenerative-agriculture pilot project launched alongside Stella McCartney. 

The announcement comes days after Business of Fashion launched its Sustainability index, which reveals the lack of environmental and social efforts of big Fashion brands.