Reinventing Luxury: Sustainability as a Way Forward

Fall 2019 seems to be sustainability season – between alarming scientific reports, student strikes, and the U.N. General Assembly, headlines have been filled with climate and sustainability-related news. Many luxury brands embrace this movement and are ready for change, while others are struggling. Luxury has a complex relationship with sustainability On one hand, luxury products embody durability, long lifespans and transmission from one generation to the next in contrast with the overuse of resources brought about by fast fashion. However, on the other hand, luxury goods don’t have a clean slate. They often use controversial materials, such as fur and exotic skins. They involve a lot of waste in the production and commercial stages. For example, last year Burberry admitted to having destroyed more than £100 million worth of unsold items over the past five years – revealing the issue’s extent. Furthermore, the secrecy that the industry holds around processes and materials, to protect savoir-faire and keep the aura of mystery that is key to its identity contradicts sustainable governance, which calls for transparency and open communication. This is becoming a challenge for the industry, which is facing increasing scrutiny of its environmental and social impacts. Regulations are rising, especially in Europe, where most

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