Burberry has committed to stop burning its unsold clothes, bags and perfume.
Following criticism from green groups, the British fashion brand said it will now reuse, repair, donate or recycle all of its unsaleable products.
The move could signal the start of a change across the wider fashion industry, in which brands frequently destroy unsold items to prevent them being stolen or sold at a discount.
Burberry destroyed £28.6 million worth of products last year alone, defending the practice by suggesting the energy generated from burning the goods was captured.
Environmental organisations have called for fashion companies to produce less clothes in the first place to reduce waste and avoid using valuable resources.