While it may be thought that luxury can’t be related with sustainability and care for our environment, many brands in recent years have broken that stereotype. The big brands associated with style and haute couture also work to be sustainable.
Sustainable fashion can be seen in garments and accessories from major brands such as Versace, Gucci, Burberry or Stella McCartney, just to name a few world-renowned industry companies. In recent years they are breaking what could socially keep them away from sustainable fashion.
While it is true that the garments of these luxury brands are more expensive than those of other companies, they design and market garments that last longer due to a production that develops progressively using all kinds of innovations of a textile nature. Usually the materials are more cared and more durable.
Can luxury be sustainable?
For example Stella McCartney doesn’t wear furs or leather in her designs and bets on cotton and recycled textile fibers. It’s also common to see her participate in projects alongside non-governmental organisations that defend the environment.
For his part, Donatella Versace has stated in several interviews, and this is demonstrated in his collections, that she doesn’t work with animal skins. She seeks to make her fashion wear as eco-sustainable as possible. And another luxury brand like Burberry said that it will no longer destroy its unsold garments, a practice they developed to avoid intellectual property copying problems.
Different strata of society are increasingly aware of the care of the environment and in the struggle against disposable clothing. Although it’s a complex task, it’s a good example that the big luxury fashion brands get involved.