This was the case with the "GG" coated canvas bags from Gucci also, but they replaced the PVC (Plus) coating with a more eco-friendly material called Supreme canvas. I'm more worried about the Imprime line though, as it looks like plane PVC. In any case, homeage to Gucci for going ahead as a model. It wouldn't surprised me if rest of the luxury companies will follow. I wonder how LV will solve the "problem" as they have LOTS of canvas items coated in PVC.I thought the coating on the canvas was made of PVC. That's what the associates told me when I bought my bag anyways.