Popular French label ba&sh has become a certified B Corp company, joining the ranks of fashion firms that have gained the key eco/ethical accolade.

The certification measures a company’s global impact across five areas (governance, workers, environment, community, and customers), and proves that it adheres to high social and environment standards. While the industry standard score for this is 80.9, ba&sh achieved a score of 98 points.

It comes as the company unveils a new comms campaign to get the B Corp message across but also to “affirm its commitment to giving future generations a voice”.

Of the new certification, CEO Pierre-Arnaud Grenade said: “ba&sh is a staunchly optimistic brand with an eye on the future. As we all know, obtaining this B Corp certification is an important step in the right direction, but it’s by no means the end of the journey, it commits us for years to come.”

As for the new campaign, the company is focusing on children with upbeat imagery and a video featuring a group of kids. The company said: “Better than anyone, children embody the optimism that drives this business. [The slogan] Walk on the Bright Side – that’s the ba&sh vision: believing that it’s always possible to do better. Celebrating every single step forward, no matter how big or small, if it takes us closer towards social and environmental responsibility.”