Positive Luxury connects luxury brands and people who care about our future, through the Butterfly Mark. We work with innovative luxury brands on making sustainability a reality – while ensuring transparency and trust to consumers. Our aim is to democratise sustainability and make it more approachable for both consumers and companies.
The Butterfly Mark is awarded to luxury brands that go beyond compliance and meet the highest standards of verified innovation, social and environmental performance. It provides transparency on a brand’s measurable impact and commitment to sustainability – equipping people to make better and more informed purchasing decisions. When clicking on the interactive Butterfly Mark online, a pop-up dashboard of a brand’s unique Positive Actions will appear allowing you to scroll through each icon and read a short description.
The Butterfly Mark is awarded to brands at a company-wide level. The complexity of sustainability as well as the fast pace of product development and manufacturing makes it difficult to assess companies on a product level. Instead, by assessing brands on a company-wide level we ensure that our assessment process looks at all aspects of sustainability – and goes beyond just the supply chain.
Brands who earn the Butterfly Mark can display it on each product page on their website (example) and partner retailer sites (example), allowing people to click for a clear overview of the brand’s Positive Actions. Offline, the Butterfly Mark can be found on packaging, in-store, care labels and marketing materials.
The Butterfly Mark is inspired by the story about the reintroduction of the Large Blue Butterfly, which was brought back from near extinction in the United Kingdom. The story was shared by Sir David Attenborough to our Co-Founder Diana, when she presented him with his Lifetime Achievement Award in 2010. It exemplifies how we can create a united force and reverse the negative impact we are having on our planet’s resources.
Luxury brands are inherently more sustainable; valuing quality across craftsmanship materials, processes and design over quantity. The luxury industry has the capability to innovate and make changes that will eventually have a systemic impact on the way brands source, design and craft their products – as well as influence consumer behaviour and their purchasing decisions.
To be awarded the Butterfly Mark and be part of the Positive Luxury community, brands must go beyond achieving a minimum sustainable business standard that is compliant with international law and best practice principles. The assessment process is designed to be a thorough examination of a brand’s commitment to sustainability across 5 key areas: governance, social and environmental frameworks, community investment, and innovation.
Yes. As part of the holistic assessment, Positive Luxury recognises a broad spectrum of responsible business practices and certificates.
Our sustainability council is our governing body which includes experts from an array of global organisations, encompassing luxury, sustainability, science, technology and communication industries. In partnership with our institutional partners and NGOs, the Sustainability Council are responsible for designing and reviewing the assessment process every two years in order to ensure that our accreditation framework is created in accordance with the most up-to-date knowledge and insights guaranteeing that brands meet the highest standards possible and go beyond just compliance. See the full list here
Click here and learn how to join our community of innovative brands
Companies contribute towards sustainability in different forms, therefore each brand is assigned a bespoke collection of Positive Actions that signifies their unique efforts and sustainable and ethical business practices in a simple and consumer-friendly way. A brand’s unique Positive Actions are illustrated through a set of icons, which can be found when clicking on the Butterfly Mark.