While fast fashion brands are notorious for their negative impact on the environment, research suggests that luxury fashion brands only have a slightly lower environmental footprint. Luxury fashion's negative impact on the planet can be attributed to their manufacturing processes, using toxic chemicals, and factory waste. Furthermore, luxury brands are known to burn unsold stock to maintain exclusivity, further exacerbating their environmental impact.
Luxury fashion is just as responsible as fast fashion when it comes to sustainability. Brands such as Gucci and Burberry are already making strides towards sustainability by phasing out hazardous materials and using eco-friendly alternatives. This shift towards sustainability will attract environmentally conscious consumers and position luxury brands as leaders in the industry.
WHAT IS FAST FASHION?
Fast fashion is a term used to describe low-cost, mass-produced clothing collections that are produced quickly and cheaply. These collections are often designed to be worn only a few times before being replaced, leading to a highly disposable fashion culture. This approach has been embraced by many consumers, who are drawn to its affordability and trend-focused designs.
FAST FASHION AND SUSTAINABILITY
The constant release of new collections and the pressure to keep up with the latest trends has led to a culture of overconsumption that is damaging to both people and the planet. Fast fashion has become a significant threat to the environment due to its emphasis on cheap clothing and quick turnaround times, fueling consumer demand for cheap, trendy clothes. The high-speed, low-cost model is detrimental to sustainability. Most new items are made from petroleum-based, non-biodegradable synthetics that eventually end up burned or buried in landfills. Moreover, the products are often overproduced, leading to mountains of unsold clothes that are also wasted.
The industry needs to change for both people and the planet. It must embrace sustainability and transparency and prioritize ethical and eco-friendly production methods. Consumers have a role in this too; they must consider the environmental impact of their fashion choices and make a conscious effort to shift towards environmentally-conscious brands. By being more mindful of their buying habits, consumers can reduce pollution, conserve resources, and promote sustainable practices in the fashion industry.
WHAT IS LUXURY FASHION?
Luxury fashion refers to high-end fashion items that are often expensive and exclusive. Some examples of luxury fashion brands include Louis Vuitton, Gucci, Hermes, Prada, Chanel, and Givenchy. These brands are known for their high-quality materials, craftsmanship, and high prices. However, in recent years, the landscape of luxury consumption has undergone a transformation. Consumers today are looking for different types of luxury experiences, including sustainable luxury, unique luxury, experiential luxury, and minimalist luxury.
LUXURY FASHION AND SUSTAINABILITY
As the whole fashion industry becomes more aware of its impact on the environment, the sustainability of luxury fashion brands is being called into question. While fast-fashion brands are often blamed for the fashion industry's negative environmental impact, luxury fashion brands are also facing scrutiny. The production of these high-end fashion items often involves a large amount of waste, unsustainable materials, and unethical labor practices. Luxury fashion brands need to prioritize sustainability to ensure they contribute to a better world instead of causing harm.
ENVIRONMENTAL IMPACT OF LUXURY CONSUMPTION
We often associate luxury fashion with high quality, superior materials, and exclusivity. However, these attributes often come at a cost to the environment. Luxury fashion is just as responsible as fast fashion for unsustainable practices and the environmental impact of the industry. From the production process to the disposal of luxury goods, there is a negative environmental impact that cannot be ignored.
- DEFORESTATION AND LOSS OF BIODIVERSITY:
Luxury fashion brands use high-quality materials such as silk, leather, and fur. However, the production process for these materials often involves harmful chemicals and contributes to deforestation. For example, leather production is a major cause of deforestation as forests are cleared to create grazing land for cattle. Additionally, the use of toxic chemicals in leather tanning has a negative impact on both the environment and health.
- AIR POLLUTION:
- WATER POLLUTION:
The fashion industry uses vast amounts of water in its manufacturing processes. The use of dyes and other chemicals in fabric production is also a major contributor to water pollution. Once wastewater is released into rivers and other bodies of water, it can have disastrous effects on aquatic life, as well as on human health.
Photo by Naja Bertolt Jensen on Unsplash
- WASTE:
Luxury fashion items are often seen as timeless and of high quality, but they can still contribute to the growing problem of textile waste. Because luxury is synonymous with exclusive, prototypes of luxury fashion items and unsold stock are often destroyed instead of being given away, used, or sold at a cheaper price. When luxury fashion items are thrown away, they often end up in landfills, where they take decades or even centuries to decompose as many clothing items today are made from synthetic materials that do not biodegrade. This adds to the environmental burden and contributes to the already growing problem of textile waste.
PROMOTING SUSTAINABLE MATERIALS AND PRACTICES IN THE FASHION INDUSTRY
Promoting sustainable materials and practices in the fashion industry is crucial for reducing the industry's environmental impact. By extending the life cycle of clothing, waste is reduced. Organizations have implemented strategies to reuse materials, such as turning food waste into clothing dye, and producing textiles from recycled materials.
Brands are recognizing that incorporating sustainable materials into production can leave a positive impact on the environment. Materials such as organic cotton, linen, and hemp are cruelty-free, reduce water usage, and minimize carbon emissions. Furthermore, supporting sustainable brands and their innovative practices promotes sustainable business.
Consumer education is the key to changing behaviors to promote sustainable fashion. Education informs consumers of responsible materials and processes. Consumer behavior can be shifted by promoting responsible consumption: reducing, reusing, and recycling. For example, purchasing second-hand clothing reduces waste and prolongs the life of clothes. By promoting sustainable materials and practices and educating consumers, we can achieve a future where fashion can be created without damaging the environment.
REDEFINING LUXURY FROM AN ENVIRONMENTAL PERSPECTIVE
Luxury fashion has always been synonymous with exclusivity, quality, and high price tags. However, as the fashion industry's environmental impact becomes more evident, consumers are demanding a shift towards sustainability. With fast fashion being targeted as the main culprit for fast-paced consumption and waste, luxury brands often escape the same level of scrutiny. However, luxury fashion is just as responsible as fast fashion when it comes to sustainability. Redefining luxury from an environmental perspective requires luxury brands to adopt sustainable practices and reduce their impact on the planet.
Redefining luxury from an environmental perspective is not only beneficial for the planet - luxury brands will also reap the benefits of positive brand associations. Consumers are more eco-conscious than ever before and are paying more attention to what they spend their money on. By adopting sustainability, luxury brands can attract this growing demographic, leading to increased sales and positive brand associations.
Luxury brands must take the lead in promoting sustainable fashion practices. Their focus on exclusivity can lead to successful collaborations with small farms or local artisans. Their high margins allow them to afford to put more effort into sustainable sourcing, supply chains, production, and disposal. And their connections allow them to access the latest green technology and suppliers to make it all possible. It is important for consumers to consider the environmental impact of their clothing choices and demand transparency and accountability from the fashion industry as a whole.
Written by Neesha Basnyat - Sustainability Writer for Koraru
Neesha Basnyat is a an experienced sustainability writer and researcher specialising in biology, sustainability, CSR, and ESG analysis and reporting. With an educational background in Biology and Environmental Science and over 6 years of experience in the sustainability field, Neesha loves everything green, from shoveling compost to calculating emissions or researching the best new standards in the sustainability space.
