As the world around us rapidly changes and more people continue to fight against unjust practices, luxury fashion has begun to change as well. No longer is it solely about extravagance and elitism; now, it’s about bringing green glamour that’s fashionable, sustainable, and ethical. Welcome to sustainable fashion in the luxury market.
1. Reexamining the Definition of Luxury: Sustainable Fashion and Green Glamour
As sustainability rises to the top of the agenda for many fashion designers and brands, the traditional idea of luxury has been turned on its head. Sure, materials of the shades and finishes remain the standard for premium clothing, but forward-thinking designers are making sure that they also meet a new standard of sustainability.
Take for example green glamour. These garments are made from eco-friendly fabrics and require low-impact production. Organic cotton, recycled polyester, and plant-based fabrics are all counted in this group of ethical, sustainable fashion. Green glamour is a far cry from the fabrics and production processes of yesteryear, but has been slowly gaining traction among fashion-forward consumers.
But that’s not all. Renewable energy sources such as solar, wind, and aquatic are also being used to power textile mills and dyehouses. Green technology and processes are helping to reduce air emissions, water usage, and chemical waste. This means that fashion can have a lesser impact on the environment, and also lead the way in helping to preserve the health of our planet.
The advantages of green glamour extend beyond fashion to our personal habits and lifestyle, too. With eco-friendly clothing, we are promoting the use of sustainable fiber sources and helping to keep our environment clean. And by investing in eco-friendly products, we are making a statement that we care about our planet and want to make sure that it remains a safe, healthy place to live.
- Organic cotton
- Recycled polyester
- Plant-based fabrics
- Renewable energy sources
2. From Concept to Reality: Current Practices of Sustainable Luxury Fashion
Sustainable luxury fashion has emerged over the past few years as a way to blend trendsetting and sustainable practices. From innovative materials to ethical production cycles, luxurious fashion houses have adopted practices to create sustainable garments that stand the test of time, while taking into account their environmental impact. Luxury fashion brands have taken steps to ensure that their end product is both high-end and socially conscious.
Some of the most commonly adopted sustainability practices in luxury fashion include:
- Using natural, recycled, and upcycled materials such as organic cotton, hemp, and bamboo. These materials are better for the planet as they take less water, energy, and resources to produce.
- Reducing waste by sourcing materials and hiring local workers. This allows luxury fashion houses to reuse and recycle materials, minimizing their environmental impact.
- Embracing ethical production techniques, such as paying their workers fair wages, providing livable working conditions, and avoiding child labor.
- Adopting transparency standards to ensure their production processes are traceable from start to finish.
These practices have greatly improved the eco-friendliness of luxury fashion and have contributed to the rise of brands looking to do more than just put a label on a garment. Many luxury fashion brands have implemented these practices and continue to be environmentally conscious and ethical with their production processes.
3. Setting the Trends: Proactive Measures for Sustainable Luxury Fashion in the Future
As luxury fashion continues on its path of ever-evolving vibrancy, industry leaders must take proactive measures for sustainability in 2021 and beyond. Now more than ever, good corporate citizenship and environmental responsibility need to be at the core of luxury fashion decision-making.
Here are the top 3 strategies to ensure a sustainable future:
- Reduce Waste: Recycling used fabric, producing high-quality items with longevity and encouraging buyers to donate their pre-owned items are just a few ways to reduce unnecessary waste and cut back on production costs.
- Support Locally Sourced Materials: When possible, luxury fashion brands should source fabrics as close to their production sites as possible. Doing so encourages responsible manufacturing practices, reduces emissions created by transportation and benefits the local economy.
- Join Forces with Other Companies: By partnering with other corporations, companies can support one another in lessening their environmental footprint and promoting sustainability. It’s important to invest in initiatives that foster sustainable practices, support local human rights efforts, and better the environment.
These initiatives will enable luxury fashion brands to remain current in this ever-degrading world we live in. 2021 is the perfect year to envision a new future, innovate with fresh ideas and further set the trends for sustainable luxury fashion.
4. Appealing to the Consumer: Promoting Sustainable Luxury Fashion
As fashion trends surge and evolve, so does the consumer demand for sustainable, green luxury fashion. By appealing to the consumer’s need for ethical and environmentally friendly buying choices, fashion retailers can ensure their brand stands out among competitors. There are four key points to consider when promoting sustainable luxury fashion to the consumer.
- Relating to Consumers’ Values: To stand out and authentically connect with the consumer, fashion retailers must prioritize the customers’ values and interests. Crafting a compelling narrative and highlighting ethical initiatives or causes can bridge the gap between luxury fashion and the trendy consumer.
- Adopting Technology: Smart technology can be a great source of increased customer engagement and sales. Fashion retailers should look into tracking and monitoring software such as RFID tags to follow trends and stock flow. This will enable a more sustainable supply chain.
- Communication: Leveraging effective communication with the consumer is key to the success of any retail campaign. Forward-thinking fashion retailers will ensure they are frequenting customer forums, using social media platforms and providing a valuable feedback loop to appeal to their target audience.
- Legacy: Being prepared for the inevitable changes in the fashion industry, especially ones relating to sustainable luxury, is an essential approach to marketing. Investing in a robust digital infrastructure is the first step in making sure a brand’s legacy in the fashion world is sustainable.
Ultimately, when promoting sustainable luxury fashion, fashion retailers must focus on the values of the target audience, rather than simply the trends themselves. By building a narrative around the ethical side of their brand and marketing to align with these values, fashion retailers can set themselves apart and flourish.
5. The Long Run: Keeping Sustainable Luxury Fashion Sustainable
Sustainable luxury fashion is not just a trend; it’s here to stay. However, just with regular fashion, it’s important to go the extra mile as a conscious consumer to make sure luxury fashion remains sustainable. There are plenty of ways to ensure long-term sustainability for luxury fashion.
- First, shop consciously! Get in the practice of researching into a brand or item before making the purchase. Knowing the source material, labor practices, and other factors involved is key to sustainably shopping for luxury fashion.
- Do your best to upcycle and repair luxury fashion items. By taking care of the item, you can make sure it lasts longer and doesn’t harm the environment. For example, when shopping for leather items, look for quality leathers that look good and last long.
- Finally, investing in timeless pieces can be incredibly helpful in guaranteeing sustainability. By finding items that can easily fit into your wardrobe year-round instead of rapidly changing trends, you can minimize the negative impacts of fast fashion.
Choosing sustainable luxury fashion can help preserve our environment, so it’s important to make the most out of every purchase. When possible, always shop from certified sustainable brands and make sure to be an aware consumer.
The sustainable fashion movement in the luxury market is gaining traction as a driving force for a greener, more glamorous future. With campaigns like #choosebetter, and luxurious, green options now available for fashionistas, sustainable dressing no longer means compromising on style. And when it comes to feeling good wearing good, there’s no accessory more powerful than knowing that you’ve made a sustainable choice.
