In the pursuit for a sustainable future, a common misconception persists: that sustainability means accepting scarcity and compromising on luxury and quality.
This belief often deters both businesses and consumers from embracing eco-friendly practices, as they fear losing the exclusivity and allure that luxury represents.
However, this perspective is flawed. The market for sustainable luxury proves that environmental responsibility and high-end allure can coexist harmoniously.
The Scarcity Mindset in Sustainability
The misconception that sustainability requires ‘sacrifice’ stems from the early days of the environmental movement where the primary narrative has been about using less and reducing impact. Consequently, sustainable products were often viewed as being acceptable even if less refined or desirable. This "scarcity mindset”- the belief that sustainability should suffice even at the cost of quality, conveniences and functionality - has inevitably placed luxury and opulence at odds with eco-consciousness.
This moral conflict is visible in public backlash against the wealthy, such as criticism of billionaires for lavish expenditures on space travel or celebrities using private jets to get to their tours, etcetera. Such behaviours highlight society's discomfort with opulence and perception on what sustainability should be.
However, why can’t we have the best of both worlds?
Sustainability emphasises aspects such as resource conservation, waste reduction and ethical practices, for the purpose of creating a liveable world where needs today can be met without compromising the ability of future generations to meet their own needs. Luxury on the other hand is characterised by enjoyment, fulfilment of desires, exclusiveness, quality and craftsmanship.
As the luxury market evolves, it becomes evident that luxury and sustainability concepts need not be mutually exclusive. Sustainability has been able to elevate the sense of luxury by infusing it with a deeper character of environmental and social responsibility. In turn, luxury has been able to bring certain solutions to sustainability challenges to our attention, intentionally or otherwise.
Reimagining the Role of Luxury in Society
Luxury has historically played a significant role in reflecting societal values and cultures. Every society has had its luxury goods, from tea, to air travel, clocks, to air conditioning, fashion or telephones – luxury cannot be separated from human society.
In fact, the pursuit of such luxuries often brought about increased innovation, artistry, and craftsmanship as wealthy individuals and organisations supported artisans and invested in novelty. Such advancements would not have been possible otherwise and neither would people have been inspired to make them everyday items through further technological developments.
For instance, the production of high-quality costumes and accessories in Chinese period films or fantasy dramas have driven cultural conservation and regeneration by employing skilled artisans and promoting traditional crafts. These luxury-like goods generated demand which has allowed more affordable alternatives to emerge.
Of course, not all pursuits of luxury were as rosy as described. There have been many luxurious pursuits that came with significant human and environmental costs, such as the ivory trade. Without safeguards and guardrails, blind pursuit of luxury and opulence can be a cause of misery and downfall. Not to mention the impact of the mass-produced alternatives that it triggers.
That said, is ‘luxury the problem’ or is ‘HOW luxury is pursued’ that is the problem?
What if this power to create could be redirected toward improving sustainable livelihoods and safer working environments?
What if luxury served as a test bed for pushing the boundaries of what is possible, eliminating the negative impacts and maximising the positive ones?
What if it forced mass produced alternatives to also do better because more consumers became aware and too desired more positive outcomes from their purchases?
Indeed, this is the challenge for the future of luxury design - to maintain its exclusivity and appeal while creating more ‘good’ and not just less ‘bad’.
To that end, the circular economy is proving to be a strong ally for luxury brands to achieve such ambitions. This is because the systems solutions framework inherently challenges designers and businesses to intentionally create products that drive regeneration and restoration across environments, societies, and economies, right from the start. This perspective aligns with the evolving role of luxury in culture and society.
Case Studies in Sustainable Luxury in Fashion
Luxury brands are increasingly exploring the adoption of sustainable practices without compromising their high standards. In the fashion world, high-end designers are incorporating organic and recycled materials into their collections. Others are working with new technologies like waterless textile dyes, lab-grown diamonds, and sustainable textile fibres. In addition, sustainable luxury extends beyond materials to include the entire supply chain. Ethical labour practices, fair trade certifications, and transparent sourcing are integral to sustainability and luxury brands are increasingly getting involved. Patagonia is one that often gets quoted as a sustainable case study in fashion, so here’s another two to explore.
Elvis & Kresse
Brands like Elvis & Kresse exemplify the fusion of sustainability and luxury through their innovative use of reclaimed materials, from decommissioned fire hoses to rescued leather. Their efforts not only prevent waste but also create unique, high-quality products through highly skilled, traditional craftsmanship and enables the company to donate 50% of profits from their collection to charities related to their rescued materials.
By pairing compelling stories with functionally high-quality products, ranging from belts, bags, wallets to homeware and lamps, Elvis and Kresse demonstrates that sustainability can enhance luxury, attract a discerning audience, finance other worthy social causes while minimising environmental impact.
Mover
In a world where sportswear typically includes plastic such as nylon, polyester, spandex, kevlar, Mover is challenging the status quo with their purchasable range of plastic free sportswear. They go as far as not even using recycled plastics or plant-based plastics as materials.
Instead, they rely on technical advancements to create high performance with natural fibres like wool, silk and high-density cotton. This includes delivering high level of breathability, improved thermal regulation, complete wind resistance, efficient water resistance, comfort, greater durability and the avoidance of that loud swishy-swash noise – all 100% plastic free.
This not only gives the wearers high performance but also enables them to have peace of mind knowing that what they are wearing is not leaking microplastics or toxins that ultimately destroy the outdoors they love or the health needed to fully enjoy the outdoors.
With a shell jacket priced at more than £200, their range is definitely a luxury when compared to typical plastic-based high-street equivalents that are in the £20 range. That said, their efforts are advancing what is technically possible in fashion with natural fibres.
So, does it mean that these brands have gotten sustainability all sorted out?
No, it means they have gotten parts of the puzzle sorted out and they are on a journey to meet luxury with sustainability.
Indeed, even with these case studies, there are questions that still need to be asked and solved as the company matures as a sustainable luxury brand. For example, with Mover, the question that emerges is whether all the natural material like silk and high-density cotton can be produced in a sustainable way across its life cycle, considering impacts like water, land, logistics, work conditions, etcetera. Cotton, in particular, is notorious for its impacts on water resources and human rights. So, traceability and transparency across supply chains and in its own operations would be an important next step to follow through on.
Not to mention that new technologies are emerging to deal with plastics in textiles so perhaps society doesn't need such high priced, all-natural solutions in the market at all. (For example, a chemical enzyme manufactured by the company Carbios, that is based in France, can target the PET plastic in solid waste and textiles to recover pure form, high quality raw material that can then be brought back to productive use in the economy. The application of the enzymes basically means that those mass market, recycled-bottle to sportswear clothing can actually circulate back to the economy for other uses relatively cost effectively).
That said, plastics in sportswear is more than just PET. So, simply targeting just once plastic type may not solve the challenges of microplastics and so eliminating all these plastics right from the start like what Mover is doing may be better. This would principally be closer to the circular economy principle of eliminating waste and pollution from the start but difficult to deploy at scale unless more advancements are made.
Either way, it is clear that each company has a piece of the puzzle to solving sustainability challenges and neither can become sustainable on their own. The fact that they can command luxury level support from their fan base gives these companies a lot more flexibility and leeway to experiment and invest in actions to continually deliver the desired positive impacts they want.
Why Luxury Brands Embrace Sustainability
Given the complexities of becoming sustainable as described above, it begs the question of why luxury brands would even bother embracing sustainability. Luxury brands have several compelling reasons to adopt sustainability and circular economy principles.
Firstly, integrating sustainability allows brands to gather valuable insights about consumer habits and preferences, enabling them to fine-tune and customise offerings without overproduction.
Secondly, a strong commitment to sustainability enhances a brand's reputation, appealing to eco-conscious consumers and building long-term loyalty. As noted by Dr. Federica Carlotto, Program Director of MA Luxury Business at Sotheby's Institute of Art, sustainability represents “an opportunity for luxury brands to connect more deeply with their audience while maintaining their prestige and allure”. And with stronger loyalty, brands also gain more ability to bounce back from mistakes in their sustainability pursuits.
Thirdly, there is also a broader shift in consumer consciousness and behaviours worldwide.According to Roland Berger, "Luxury consumers are increasingly aware of sustainability issues and are willing to pay a premium for products that are ethically produced and environmentally friendly." Brands that align with these values not only meet the expectations of modern consumers but also set themselves apart in a competitive marketplace.
Conclusions
Sustainability is not about scarcity or accepting a life of less. It's about innovation and it can enhance the luxury experience. By debunking the myth that luxury and sustainability are incompatible, we create a future where high-end products can be both desirable and responsible. Will they rapidly turn around the whole environmental and social mess we are in presently? Probably not, especially when you compare the sure volume of the alternative products that can be afforded by mass consumers. Nonetheless, the luxury sector has the potential to lead the way in inspiring and demonstrating that we can have the best of both worlds—a commitment to excellence and a dedication to ongoing sustainability. And they don't have to do it all alone.
Authors: Chin Lijin, Anna Brown and Gavin Anderson
Views in this article are that of the authors and do not explicitly represent official positions of Circular Business Association or Changeblock.
Circular Business Association (CBASS) is an ecosystem builder that aims to rapidly replace out all unsustainable, linear products in the next 6-7 years with sustainable circular products to solve the climate and create a liveable world. We believe that no organisation can achieve sustainability on their own and thus we answer the ‘Who’ that needs to be assembled to get climate and sustainability commitments done.
Changeblock is redefining the approach to environmental asset creation and exchange. We empower businesses to unlock the potential of carbon credits, combining sustainability with financial innovation. Our commitment is to provide transparent, secure, and impactful solutions, accelerating project journey from carbon project conception to revenue generation. Our marketplace platform will specialise in the sale, settlement, and custody of environmental assets. Advanced technology optimises liquidity and reduces transaction times. AI-driven risk management and real-time analytics inform trading decisions and enable forward selling, adding depth to asset trading.
*Images of Elvis and Kresse and Mover products were saved from their websites. All right belong to their respective owners. Other images obatained as free resource from Wix.