Parley for the Oceans: A Shared Vision Across LVMH

Parley for the Oceans has become one of the most influential voices in marine preservation. Founded in 2012 by Cyrill Gutsch, the organisation brings together creators, scientists and industry leaders to protect the world’s largest ecosystem. With the oceans covering 70% of the planet and sheltering 99% of Earth’s biosphere, Parley is driven by a simple conviction: safeguarding the oceans means safeguarding our future.

Across LVMH, several Maisons are joining forces with Parley to reimagine luxury through purpose, innovation and environmental responsibility.

At Maison Dior, the collaboration with Parley began in 2019 as a shared research project exploring new materials made from ocean plastic. Together, the teams succeeded in transforming recovered marine debris from plastic fragments to abandoned fishing gear into innovative yarns and fabrics suitable for high-end fashion.

These materials have since been integrated into several iconic Dior pieces, including waterproof capes, T-shirts and sandals featuring marine-inspired prints, coral motifs and patterns echoing the poetry of underwater ecosystems.

The partnership reached a milestone with the Beach Capsule of the Autumn 2024 collection, which incorporated 30% Parley Ocean Plastic® created from upcycled marine waste  and 70% organic or recycled fabrics.

This collaboration demonstrates that beauty and responsibility can coexist.
As Dior expresses it:
“The mineral palette and selected motifs capture the very essence of our oceans.”

Belmond’s partnership with Parley for the Oceans opens a new chapter in the Maison’s long-standing commitment to protecting the natural environments that shape its most iconic destinations. Built on a shared vision of purposeful luxury, this multi-year collaboration places ocean preservation at the heart of the travel experience.

The first initiatives are taking shape at Maroma, on the Riviera Maya, where a dedicated team of Ocean Guardians leads immersive workshops, supports local community engagement and contributes directly to marine conservation efforts. Maroma has also joined The Mega Lab’s Map2Adapt programme, a global community-science initiative that uses advanced 3D modelling to map coral reefs and monitor their health, with the aim of mapping one million reefs by 2030.

This pilot project will serve as a blueprint for four additional Belmond properties Copacabana Palace, Mount Nelson, La Samanna and Reid’s Palace each adapting Parley’s approach to its own ecological landscape and cultural context, while helping redefine luxury travel as a force for positive impact.

Whether through community-driven reef mapping in Mexico or sustainable materials in the Dior ateliers, Parley’s partnerships across LVMH reflect a shared ambition:
to redefine luxury through purpose, creativity and environmental stewardship.

From couture to hospitality, these collaborations bring together travelers, artisans and communities around a powerful belief: the world’s most beautiful places are worth fighting for.