WWF Deeper Luxury Report - what labels celebs should avoid

The WWF has published a report on luxury brands which condemns Swatch, L'Oréal, Hermès, Tods and Tiffany & Co and requests that celebrities do not support these labels. 'Deeper Luxury' examined the top ten holding companies for luxury brands and ranked them according to their own sustainability reporting,"as well as the way they have been judged in the media and by non-governmental organisations". Not surprisingly, none of the brands scored well. L'oreal comes out on top with a C+ score, but others failed to pass WWF's test and Tod's came last.

According to the WWF's Senior Policy Advisor, these companies need to rethink how they operate and how they market themselves. "We call upon the luxury industry to bring to life a new definition of luxury, with deeper values expressed through social and environmental excellence. Their performance and progress on environmental, social and governance issues should be comprehensively measured and reported." To help achieve this the WWF is launching its own 'Star Charter' which it hopes to persuade celebrities to adopt, committing them to consider the environmental impact of the brands they endorse. Mmm, chin rub. Can't see that appealing to very many celebs who often just look at the size of the fee before lending their faces out. Mind you, if it makes Davina McCall reconsider doing those patronising and painfully fake hair dye ads, we'll all be better off.

You can download the report here: http://senduit.com/f68ba6