Sustainable luxury is not an oxymoron. It is one of the burgeoning trends of today, and we are happy to see that many of the big brands in the industry are increasingly steering towards this direction. As a matter of fact, many high-fashion giants embarked on the sustainable path long before the topic became of general interest.

Luxury goods have sustainability implicitly built within, since they do not go out of fashion and are life-long products. They have an advantage over fast-fashion companies because their products are purchased, in part, with longevity in mind. Due to their superior quality, they stand out over temporary and disposable products, thus having a lower impact on the environment. It is, therefore, possible to buy clothes that are both luxurious and responsible. A growing number of ethical and sustainable luxury brands offer pieces that are both high-quality and stunning.

Now more than ever, it is not enough for companies to validate their compromise with the environment solely by reducing resource consumption. The need for using manufactured materials in a sustainable, and above all, traceable manner, is imperative. The luxury industry is rethinking itself towards a circular economy and sustainable production. Not only as a necessity, but also as clear differentiation, innovation, and investment opportunity. This alone is encouraging news, considering that eco-friendly alternatives do exist and are largely available.

In the digital age – consumers' insistence on sustainability is on the rise. They are hungry for more information, seeking to ensure that their purchasing decisions reflect their own values. They consider brands an extension of their beliefs and identity.

The sensitivity of the consumers of Generations Y and Z, who are largely aware of the environmental and social impact of what they buy, is a real challenge for companies that produce luxury goods nowadays.

High-end brands that want to position themselves as ethical and sustainable luxury companies, should actively campaign for change. Using their platform to invite consumers to do the same too.

The issue of sustainability, on the other hand, is not only environmental, but also concerns the working conditions of the supply chains.

To understand if a brand can truly be declared sustainable, these are some of the characteristics you should look out for:

- Skilled artisans and traditional craft
- Use of natural materials
- Close attention to fit and detail
- Excellent customer experience
- Personalized services, such as help in choosing the right item and aftermarket care and repair.

Furthermore, we love to see sustainable yet high-end packagings, favoring FSC-certified paper over plastic, use natural, non-toxic dyes, such as soy instead of traditional petroleum-based ink, or offer backyard compostable packaging.

Finally, an exemplary attribute for a luxury brand is inclusivity: pay attention to both the brand’s messages and its hiring practices — do they reflect the mistaken belief that luxury is reserved for those belonging to a certain class, race, religion, sexuality or gender? Or do they balance price exclusivity with image inclusivity?

There will come a day when we will finally be able to say: "If it's not sustainable, then it is not real luxury."


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Sustainable luxury is not an oxymoron. It is one of the burgeoning trends of today, and we are happy to see that many of the big brands in the industry are...


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