Luxury Morality: Sincerity Or Hypocrisy?

At the Oscar prize presentation ceremony this year, the hosts, as always, showed off their social consciousness and sense of humor. "Because environmental protection is the hottest term in the past year, she plans to recycle the jokes mentioned in the last prize presentation ceremony."

Environmentalism has obviously become "politically correct". In the world, all kinds of products are proud of hanging "green label", even the luxury industry that always advertised "noble isolation" is no exception.

From the point of etymology, there is an essential collision between luxury and environmental protection.

Luxury is the minority possession of scarce resources. Environmental protection is a fair attempt to balance resources. The relationship between them can be described by opposing values.

Therefore, in the environmental campaign, the green javelin has never deviated from luxury.

Yourcenar pointed out in his famous essay, "women in fur" and "if the soul of an animal will go to hell," that luxury pursuit beyond normal value has directly created the sin against nature and the whole human race.

Luxury goods have lost a lot in the wave of green revolution.

The "Day Beers," who has touched the hearts of "Diamond forever and forever", has fallen into the scandal of "bloody diamonds", leading to conscience consumers refusing to wear their diamonds, so as to avoid the evil spirits of their babies in the process of bloody digging.

And it's always going to peel off the skin of the animal for the rich people to carry the brachial leather industry, such as the LouisVuitton, who have to play with a group of animal protectionists who claim that "I 'dRatherGoNakedThanWearFur" play the game of the officers and the thieves when they release the new money.

As a result, luxury goods have been on the road of "washing the green" for their own public image and continuous influence, thus confirming such a sincere judgment. "If we try to combine with the opposite values, it must be because we have to resort to this opposite value to gain greater benefits."

The luxuries that collide with environmental protection are mainly concentrated on traditional luxuries that consume scarce natural resources.

In the face of rising environmental moral accusations, traditional luxury goods have chosen a high-profile environmental protection gesture as a way to deal with it.

As early as 2005, LouisVuit-ton, the luxury leader, announced that it would rather delay the new shelves and replace the air pportation with the most fuel efficient shipping. AnyaHindmarch, in order to enhance consumers' awareness of environmental protection, launched the ultra low price "I 'mnotaplasticbag" canvas bag; Chanel put its classic 2.55 leather bags on all black 28 bicycles to promote energy-saving travel mode.

However, critics do not buy these big bills. "Launching a series of moral series can give businessmen a bright" green "aura, but this moral series is a drop in the bucket compared with the amount of fashion they sell every year.

In mid this month, WWF released a survey report on corporate environmental awareness and responsibility.

In the report, the world's ten luxury magnates scored very low.

Of the 6 "environmental protection levels" of WWF, none of the world's top ten luxury giants entered the top two ranks. The highest scoring French L OREAL company also got C+, followed by HERMES and LouisVuitton, with a score of C+.

The top ten giants scored the lowest in Italy leather manufacturer TOD 'S and jeweller Bvlgari, with a score of sixth level F, and Switzerland's luxury group RichemontGroup ranked third, with a score of D.

After the publication of the report, environmentalists criticized the luxury brand as "hypocrisy".

In this regard, the chairman of McArthurGlen's view is Kaempfe: "whether it is sincere or hypocritical, whether it is the surface of the oil color or the future development of the possibility, for the currently overburdened earth, at least shows a responsible attitude."

Besides gesture, can we see more action?