// LVMH contributes £9 million financial aid to help Amazon rainforest
// The fires have been ravaging through Amazon for weeks
// CEO Bernard Arnault calls on other leaders to join the initiative
Luxury retail conglomerate LVMH, which owns Louis Vuitton, has announced its initiative to provide financial aid to help fight the wildfires currently ripping through the Amazon rainforest.
Chief executive and chairman Bernard Arnault, along with member of LVMH’s board of directors Yann Arthus-Bertrand, is set to contribute €10 million (£9 million) as part of the aid.
They are now calling on other leaders who share their belief to join the initiative in preserving the Amazon rainforest.
The initiative reflects recognition of this responsibility by LVMH, which is also engaged alongside UNESCO in protecting biodiversity across the globe.
“Protecting the environment is not just about words and speeches or signing declarations of principle, it also requires taking concrete collective actions when dangers arise in order to provide resources for local specialists and work together to save our planet,” Arthus Bertrand said.
“I am proud that LVMH is participating in this emergency effort and I hope that many others will follow suit.”
The donation for the Amazon is small compared to the £200m donation LVMH pledged to help rebuilt Paris’ iconic Notre Dame Cathedral earlier this year.