Burberry has come under fire for burning unsold clothing and beauty products worth millions in order to protect its brand and maintain exclusivity. Many on social media have criticized the company for wastefully destroying clothing instead of putting it on sale or donating it to charitable causes. The British brand was advised not to waste perfectly good clothes.

The fashion industry is in the center of an environmental crisis and is said to cause ten per cent of global carbon emissions. However, Burberry says the energy that was released from burning the clothing was captured, making it environmentally friendly. The brand says it has careful processes in place to minimize the amount of excess stock it produces and that on occasions, when disposal of products is necessary, it is done in a responsible manner and that Burberry continues to seek ways to reduce and revalue waste.

Designer Riccardo Tisci was recently appointed the new chief creative officer of the brand, and will debut his first runway collection for Burberry during September's London Fashion Week. Over the past 16 years, Burberry has enjoyed strong growth and evolved into one of the most valuable luxury brands in the world.