Most companies have had to stop their work and production because of the COVID- 19 pandemic. This global crisis has caused that employees and managers of companies from different sectors must stop its economic activity for a few weeks.
In the fashion world, there are companies that have long developed a production and sales strategy that takes sustainability into account. To take care of the planet, respect the environment and leave a better world to future generations, are actions intrinsic to these companies.
Luxury brands practice slow fashion and their work fights the trend of use and throw away culture of fast fashion. Its production is much shorter and not intended for the general public.
In a recent interview in a magazine, designer Giorgio Armani explained that “luxury cannot and must not be fast” and asked to return to a more leisurely and logical pace of consumption. He added that it seems “absurd that in the middle of winter it can only be found in store linen dresses, and alpaca coats in summer, only for the immediate satisfaction of the desire to buy”.
Luxury clothing and sustainability
Armani also indicated that this trend has become a dominant practice, described it as bad and said that it must change. Seeing new clothes every week in shop windows and stores is an aggressive practice that has taken over consumer society and customer mentality. It’s a marketing strategy that seeks to increase sales and convince society that must consume more and more to renew its closet.
The famous Italian designer highlighted that he regrets this situation and stated that “it makes no sense for one of my jackets or suits to be in the store for three weeks before it becomes obsolete”. It’s true that luxury fashion is not available to everyone, but it must serve as an example of sustainable practice and an the example that all brands must follow.