WWF-UK's work on the luxury industry is not yet targeting consumers. However, if you are lucky enough to be considering buying a luxury good or service, read our report before going shopping and then:

  1. Do not assume that your favourite designer brands are responsibly produced. Ask questions - in the shop or via a website - about the environmental and social policies and practices of the brands that you buy.
  2. For example:
    • When buying clothing, look for materials that are organic and fairly traded. Favour fabrics made from sustainable materials, such as some made from hemp and bamboo. (Cotton production is sometimes more damaging to the environment.)
    • FSC LogoWhen shopping for jewellery, ask if the precious stones have Kimberley certificates. Ask if the brand is a member of the No Dirty Gold initiative, which will reassure you about the precious metals used, or the Council for Responsible Jewellery Practices. Check that the packaging is recycled or from a well-managed forest by looking for the logo of the Forest Stewardship Council (FSC).
  3. Check that it is company policy to accept responsibility for the welfare of workers in the supply chain, and for the communities of which they are a part. Ask whether the company publishes information on its social and environmental performance (find out more at www.globalreporting.org). Check out the following brands. We believe that they embody the spirit of Deeper Luxury, although WWF has not audited the companies:
  4. Search for websites and blogs that feature news and opinions on responsibly-produced luxury products and services.

A rear view of a young woman on a London street with an enormous yellow Selfridges shopping bag

Luxury shopping in London © Greg Armfield/WWF-UK