It is already taken for granted that luxury brands should aim at a better transparency in the coming years. It means brand should have full control over their supply chain and their employees’ working condition to guarantee their customers they’re not hurting anyone or anything when purchasing the brand’s products. Yet, this may not be enough as people seem to expect brands to go even further and to be even more pro-active in that matter by committing to causes and putting their fame to the contribution of a better world. Christopher Bailey already twisted the rainbow over the famous tartan during one of his fashion show to show support to the LGBT cause. Balenciaga made a partnership with the worldwide known NGO, WORLD FOOD PROGRAMME. They displayed their slogan on a line of sweaters which allow customers to be even more aware they’re contributing to a good cause purchasing this product. It will also help them to spread the message by wearing it. We can easily imagine how it is a great opportunity for brands as it increases their ethical value in the Fashion landscape, offers them a lot of free advertising through press articles, and give their customer the feeling to do a kind act by choosing the brand’s products over others. The most brilliant partnership of this kind is probably the one Lacoste made with The International Union for Conservation of Nature as it was very creative. Lacoste launched a capsule collection of their most-famous basic, the white polo shirt, on which the usual crocodile was replaced with various endangered animal species. Each shirt is available in numbers according to how many of the animals are still alive, totaling at 1,775 pieces. The collection benefited from the capsule-limited effect and had a huge success.