Positive Luxury has named Control Union as the first authorized independent certification body for its Butterfly Mark, tasking the firm with assessing whether brands meet the requirements and making certification decisions.
The partnership responds to evolving sustainability expectations, including the EU’s Empowering Consumers for the Green Transition (ECGT) directive, and brings Control Union’s global auditing and certification expertise to a scheme designed specifically for the luxury industry.
Luxury is entering a new era of accountability. Brands face growing expectations to substantiate their sustainability claims, while consumers need clearer, more trustworthy information. The evolved Butterfly Mark combines transparent requirements with independent verification, helping brands demonstrate credible action and build a stronger foundation for credible communications. It gives brands a stronger foundation for demonstrating their action and helps consumers choose with greater confidence.
The updated mark includes up to 21 evidence-based requirements covering environment, social and governance issues such as responsible sourcing, materials and circularity, carbon emissions, water, human rights and business ethics.
Existing Butterfly Mark certified brands are transitioning from Positive Luxury’s previous assessment model to the new requirements and independent third-party certification.
Jamie Moore, Managing Director of Positive Luxury, commented, “Real luxury is built on trust, and real trust needs real proof. As expectations rise, luxury brands need to show what they’re doing on the sustainability issues that matter and give consumers clear reasons to believe in that progress.”
Toru Tsuzaki, Certifications Director at Control Union UK, commented, “We are delighted to partner with Positive Luxury on the next evolution of the Butterfly Mark. As expectations around sustainability claims continue to increase, independent certification plays a vital role in providing confidence, transparency and credibility for both brands and consumers. This collaboration combines Positive Luxury’s deep understanding of the luxury industry with Control Union’s global certification expertise, creating a robust framework that rewards genuine sustainability performance and supports responsible business practices across the sector.”
All criteria and supporting certification scheme documentation for the Butterfly Mark are publicly available, providing greater transparency into what earning the mark involves.
