It is quite scary to say, and admit, that fashion is also one of the most polluting industries. The fashion industry is having a hard time to reach that sustainability level because fashion is always about something new, something trendy. Consequently, it requires the production to produce and release new sets of collections every now and then to attract consumers. Sustainability is more than just a word, and in the fashion world to integrate this concept within luxury brands, one should have a deep understanding of what this is.

“Hopefully, sustainability won’t be seen as a trend as much as it would be seen as a necessity”.

True enough, sustainability should not be just an option, it should be considered a necessity. We need to have a deep understanding of what sustainable fashion is and how to do it. According to Harper’s Bazaar, 32 companies, both fast fashion and luxury fashion namely Chanel, Prada, H&M, and Zara, signed the fashion pact and pledged to combat greenhouse gasses and emphasized sustainability in the industry. It is nice to see some well-known brands contributing and doing their part in saving the planet.

How are luxury brands becoming more sustainable?

First on the list is about innovation or the change of fabrics. Choosing what kind of fabrics to use is something we should lookout for. Fashion companies need to contemplate whether that certain material has a lower economic impact, and they should start sourcing organic material that is ethical.

One example is ECONYL – This concept is more than just about recycling. ECONYL has a campaign of producing new products in a better environment and creating new products from nylon waste which is a good form of reducing materials. In fact, Nylon waste is converted into ECONYL.

Gucci released a new sustainable collection called “Off The Grid”. As per Gucci, “It is basically designed for those mindful of their environmental impact. Gucci Off the Grid uses recycled, organic, bio-based, and sustainably sourced materials.”

Prada also launched the “Re-Nylon” project as a contribution to achieve a sustainable luxury fashion. As stated by Prada, “Our goal will be to convert all Prada virgin nylon into Re-Nylon by the end of 2021. This project highlights our continued efforts towards promoting a responsible business. This collection allows us to make our contribution and create products without using new resources.”

Second on the list of how luxury brands are becoming more sustainable is upcycling products. Nowadays, upcycling materials are in demand.

Repairing of products that can sell as good as new is worth investing. Thus, supporting resale should be put to practice. By doing so, both the luxury fashion companies and consumers can contribute to lessen the waste. In fact, there is a program named ‘Recollection Initiative’ that promotes restoration to produce another one-of-a-kind piece.

Sustainability requires responsibilities. It calls for actions as well, and not just only information. Luxury brands have a huge advantage over fast fashion companies because the former is being purchased for the quality and value. Therefore, luxury fashion brands should take the lead in promoting sustainability in the industry.