As an initiative of Brand awareness and Social Responsibility, Versace is moving towards the Sustainable and environment friendly showrooms and offices. In December 2017, Versace opened its doors to a new flagship store in London Sloane Street . The first LEED certified boutique in the iconic street. LEED which stands for Leadership in Energy and Environmental Design is a certification program focused primarily on new, commercial-building projects and based upon a points system. The more focuses you procure, the higher your rating. Obtaining of LEED status can require fundamentally higher investment funds yet it yields a massive cost saving over time.
The Architects ,site manager s and store staffs were mobilized and trained to design an sustainable store. Innovations that concur the concept like materials, equipment and operations were incorporated in the plan. This could mean that the boutique uses less energy for heating ,Air-conditioning and lighting than an average store. The concept also equally benefits the people where both customers and employers are more healthier and productive having better indoor air quality and lighting. Also special training was given to employees for the LEED certification. The Sloane Street store is part of a retail plan for sustainable store openings and renovations and represents a key milestone of the Versace. Quoting Donatella from the brand Website as a part of this move “I created this new boutique not only as a connection between London’s architectural heritage and Milan’s cultural history, but also as a dialogue between the legacy and the future of Versace.”
Here’s a small depiction of the Versace’s Sustainability concept
The NO FUR policy of Versace
In a yet another spree of making headlines, Versace’s announced that the brand will no longer use animal fur on its products making it join the club of Gucci, Tom Ford and Armani. The label which was known for its glamorous and extravagant aesthetic which was using animal products over a long period in its collections has started to resist the same which was welcomed by the Humane society International. A brand that explicitly used fur to impress glamour when suddenly changed a major ideology of business raised eyebrows across the community .However the CEO of international Fur federation expressed his disappointment over the news saying "I am very disappointed to hear that Versace has said they won’t use real fur in collections. The majority of top designers will continue to work with fur as they know it is a natural product that is produced responsibly. With growing concern about the environment and plastics in fashion, I truly believe fur is the natural and responsible choice for designers and consumers."
Vijayendra GV
Sources:
https://www.vogue.co.uk/article/versace-to-stop-using-fur
https://dfw.cbslocal.com/2013/04/10/building-certification-what-does-leed-really-mean/
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