Nov. 30, 2007 Top luxury brands including LOréal, Hermès, Tods, Tiffany, and Swatch have failed to make the grade on environmental responsibility, according to a new report from the World Wildlife Fund.

"Deeper Luxury" (PDF) assigns letter grades to the world's ten largest luxury brands based on their own sustainability reporting, as well as the way they have been judged in the media and by non-governmental organizations.

Top-scoring companies LOréal, Hermès, and LVMH managed just a C+ in WWF's rankings, and Bulgari and Tod's earned failing grades.

"This report is a call to action for the world's top brands to improve the way they do business," says Anthony Kleanthous, senior policy adviser for WWF-UK. "Despite strong commercial drivers for greater sustainability, luxury brands have been slow to recognize their responsibilities and opportunities."

WWF is calling on celebrities to avoid promoting or endorsing luxury goods that take a heavy environmental toll.