Burberry has had its fair share of pressure not only from the media but also from within the fashion industry when it was revealed that they burnt £28.6 million worth of unsold product in 2017 to stop it from entering the market and damaging their high-end brand. Now it seems that they have listened to an increasingly eco-conscious audience and have made the decision to improve their ethical reputation. Not only will their unsold product now not be burned but they have also followed other big designers in going fur-free. Burberry’s Chief Executive, Marco Gobetti had these words about the decision “Modern luxury means being socially and environmentally responsible”. This shows a promising trend in the fashion industry to move towards a more ethical and sustainable approach to fashion.