By Alexandra Whittaker
Updated Sep 06, 2018 @ 10:00 am

It's officially September, which means it's officially time for Fashion Week again, but along with the runways and the shows comes the not-so-sweet smell of burnt clothes. Lots of burnt clothes.

Sadly, it's no secret that many fashion companies dispose of unsold goods in ways that are hardly sustainable, not to mention, wasteful, but now, another company is trying to fight that wave. Burberry announced Thursday that it will stop burning and destroying goods they can't sell, and will instead "tackle the causes of waste," as they said in a statement.

“Modern luxury means being socially and environmentally responsible," said Marco Gobbetti, Chief Executive Officer, in a statement. "This belief is core to us at Burberry and key to our long-term success. We are committed to applying the same creativity to all parts of Burberry as we do to our products.” The company received a wave of backlash earlier this summer when it came to light that they had destroyed more than $116 million in extra stock — from perfume to clothing to accessories — over the past five years as an alternative to marking down the products, which the company claimed would dilute the value of the brand.

They initially defended the process, too, writing in a statement in July: “Burberry has careful processes in place to minimize the amount of excess stock we produce ... On the occasions when disposal of products is necessary, we do so in a responsible manner, and we continue to seek ways to reduce and revalue our waste.” Looks like that sentiment has changed.

Burberry lead
Credit: Christian Vierig

This new fashion consciousness now applies to animal furs, too. For Riccardo Tisci's debut collection for Burberry later this September, there will be no real fur products, and Burberry's statement said the company will "phase out" existing products that do have real fur.

The effort to be more sustainable and eco-friendly is a step in the fight direction, and is part of a wider movement to eradicate the use of animal products and the processes that may harm the environment when creating clothing. Michael Kors, Jimmy Choo, Versace, Gucci, and Donna Karan have also pledged not to use real fur in their collections anymore either, and InStyle joined them by becoming the first magazine not to photograph or accept advertising with fur.

All steps in the right direction.