Olivier Grünewald has been taking photographs of the original nature for the past thirty years. He explains: "I take pictures as a pretext for immersing myself in the origins of the Earth". 

Ecological awareness in the developed countries has never been greater than today, even if we are a lacking a general consensus. To describe their sustainable transition, brands are using in their communication the word positive and qualify through it lifestyle impact, carbon emissions, climate preservation and even nature protection. However, is simply declaring to be and do positive the right approach to avoid greenwashing?

Louis Vuitton joins forces with the NGO People for Wildlife to rehabilitate 400.000 hectares on the Cape York Peninsula in South Africa on a period of 5 years by supporting scientific field research, monitoring wildlife species, and co-creating sustainable business models based on responsible use of nature-based materials.