The Week in Post-Luxury Evidence: Regulatory Thresholds

The rules for what a brand may make, claim, and destroy keep tightening. This week’s studies mark another step in that shift. France's September 1 measure is 36 days away, with the wider EU enforcement on September 27 set to take effect in 62 days. Each date widens what a brand owes for what it makes and discards.

Study No. 152, "The End of Greenwashing in Luxury: The September 27 Ban," examines Directive (EU) 2024/825, known as the Empowering Consumers for the Green Transition Directive. This directive's provisions apply from September 27, 2026. The study establishes that the directive directly addresses the systemic misuse of environmental claims. It blacklists generic, unsubstantiated environmental assertions, and critically, it prohibits all offset-based carbon-neutrality claims under any circumstance. Furthermore, any future environmental commitments will be subject to rigorous funding and verification requirements. The result is a firm new standard for what a company may claim about its environmental record.

Concurrently, Study No. 151, "The Destruction Ban: Luxury Can No Longer Burn Its Unsold Objects," addresses Regulation (EU) 2024/1781, which took effect for large companies on July 19, 2026. This regulation institutes a prohibition on the destruction of unsold apparel, clothing accessories, and footwear. The study clarifies that "destruction" encompasses disposal, energy recovery, and recycling, so the rule covers every way a company might quietly dispose of unsold stock. Exceptions to this ban are narrowly defined and must be thoroughly documented for a period of five years. The regulation also mandates public disclosure regarding any such exceptions. It is a direct intervention in what happens to unsold goods at the end of their life.

The accumulating record continues to chart these shifts., -

- [The End of Greenwashing in Luxury: The September 27 Ban](https://www.objectsofaffectioncollection.com/studies/end-of-greenwashing-in-luxury-september-27-ban?utm_source=substack&utm_medium=editorial&utm_campaign=end-of-greenwashing-in-luxury-september-27-ban&utm_content=article-tue)

- [The Destruction Ban: Luxury Can No Longer Burn Its Unsold Objects](https://www.objectsofaffectioncollection.com/studies/unsold-goods-destruction-ban-luxury-espr?utm_source=substack&utm_medium=editorial&utm_campaign=unsold-goods-destruction-ban-luxury-espr&utm_content=article-tue),

• - [Yaacov Agam: The Object That Cannot Be Fixed](https://www.objectsofaffectioncollection.com/studies/yaacov-agam-kinetic-art-object): Yaacov Agam (1928-2026) made art that could not hold still. His kinetic works, from the Agamographs to the Fire and Water Fountain at Dizeng