Pendant des décennies, la plupart des grandes maisons telles que Chanel, Hermès, Dior et Louis Vuitton ont brûlé leurs invendus pour préserver leur image. Une partie était écoulée via des ventes privées au personnel, amis et proches et ce qui restait était détruit afin de maintenir l’attractivité de la marque.
Aujourd’hui les mentalités ont évolué et les priorités ne sont plus les mêmes. Face à la crise du changement climatique, les maisons doivent s’adapter. Depuis janvier 2022, la destruction est interdite en France, creuset de l'industrie du luxe. Une autre interdiction, plus large, devrait bientôt entrer en vigueur dans l'ensemble de l'Union européenne. Ce changement intervient alors que les consommateurs s'indignent de plus en plus de cette pratique consistant à brûler les articles dont personne ne veut et pour lesquels des quantités importantes de ressources naturelles ont été utilisées.
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