Fashion Circularity Strategies: Practices and achievements of 8 luxury brands such as Gucci, Bottega Veneta, and Saint Laurent

The practices and achievements of these eight luxury brands under Kering Group’s umbrella inspire discussion and promote development of the full-link circular economy in the fashion industry.


Kering, one of the biggest luxury group, together with global innovation platform Plug and Play China, announced the third edition of the Kering Generation Award in Greater China under the theme “Coming Full Circle”. The awards aim to inspire discussion and promote development of the full-link circular economy in the fashion industry. In May 2021, Kering published “Coming Full Circle”, a report outlining the group’s ambition for a holistic approach to circularity, calling the entire industry to rethink the way it produces, uses and extends the life of resources and products.

Here are some examples of luxury brands bringing positive environmental and social impact and addressing challenges in alternative raw materials, green supply chain, retail & use, and the circular economy.


Through Gucci-Up, the House reuses and/or recycles scraps, helping make leftover materials obsolete. Since 2020, Gucci has eliminated virgin single-use plastic in its retail and e-commerce packaging. The new product packaging is fully recyclable.
Gucci is funding and incentivizing farmers to switch to regenerative agriculture through “carbon farming”. It is set to source regenerative raw materials for its products.

In 2021, Gucci developed a groundbreaking new material, Demetra, derived primarily from sustainable, renewable, and bio-based raw materials.

@Gucci Year of The Rabbit

@Saint Laurent

Saint Laurent

Saint Laurent has improved cutting efficiency and surplus leather from a handbag line can be also reused to produce small leather goods items. Saint Laurent has also equipped new stores with flooring in the back of house that is made from leather offcuts from previous collections, to give a second life to its leather cutting leftovers.

@Bottega Veneta

Bottega Veneta

Bottega Veneta’s design team attended a training session with Circular.Fashion. It has introduced biodegradable polymer and recycled plastics in its shoe collections in addition to recycled nylon in its ready-to-wear and leather goods collections.

Bottega Veneta researched its stores worldwide to study how recyclable and non-recyclable waste in the stores could be better managed with a circular approach. In June 2022, during Global Fashion Agenda’s Global Fashion Summit: Copenhagen Edition 2022, Bottega Veneta launched Bottega Series, a collection inspired by one classic model each month and sold at original price. The purpose of Bottega Series is to go beyond seasonal limits and create unique pieces which sustain in long term.

Bottega Veneta’s ‘Certificate of Craft’ program offers its customers a free wear repair service for its emblematic bags such as the Kalimero bucket model, the Cabat or the Knot minaudiere. The initiative “is a small revolution in a sector more used to the it-bag race.” It is the artisanal manufacturing methods, including Intreccio, make this service possible. In addition, behind this initiative “there is also a whole reflection on the definition of luxury at a time of climate emergency.”

@Balenciaga Maxi Hooded Wrap Coat made with EPHEA,


Balenciaga launched during its Winter 22 360° show a Maxi Hooded Wrap Coat made with EPHEA, an innovative material derived from the vegetative body of a mushroom. Balenciaga has decided to merge the men’s and women’s collections and design two seasons’ collections (summer and fall) simultaneously for much greater efficiency in terms of materials used across the collections, minimizing the environment impact of production.

@Alexander McQueen

Alexander McQueen

Alexander McQueen has partnered with Vestiaire Collective to launch a “brand authenticated” service, providing an innovative re-commerce solution.

Jack de Boucheron Ultime collection; @Boucheron


In 2022, Boucheron launched its Jack de Boucheron Ultime collection. This capsule collection features a combination of the Jack de Boucheron design and Cofalit, a material made by recycling an industrial byproduct, being then vitrified and rendered inert.
For the first time in its history, Boucheron published a social and environmental impact report in 2022, “Precious For The Future.” To demonstrate the Maison’s transparency and responsibility, the report attests to several years of action, and asserts a clear mission: “To build a desirable future together.” The fundamental efforts of the Boucheron teams are divided into three main categories: sourcing raw materials, operations, and commitments to inclusion and diversity.


Pomellato has applied the ancient art of kintsugi, a traditional Japanese mending technique, to upcycle damaged gemstones, which would otherwise be discarded, employing a Japanese artist to mend the stones using gold.



A Brioni suit is designed to evolve with the wearer, as the seam allowance can accommodate for a lifetime of alterations to adapt to changes in body shape. Brioni provides the repairs and after-care service.