MIUSE: ISSUE 1

Author: Bethany Crowley
Page 14
This was a historical moment and is an incredibly
positive step forward in changing things for the better.
According to The Guardian without these measures, it
is true in saying that the industry could be responsible
for a quarter of the world’s carbon emissions by 2050
– a scary statistic to say the least.
Further sustainability stances from the luxury market
consist of:
Innovative Approaches: Luxury brands are taking to
innovation in order to change their strategies as well
as enhance how sustainable they are as a brand. New
methodology is being considered, such as utilising food
waste to ultimately produce new materials for their
collections. Stella McCartney for instance partnered
with Bolt Threads to employ environmentally friendly,
innovative materials – Mylo is a vegan leather alternative
produced from mushrooms in a sustainable and ethical
manner. McCartney made use of this specific fabric for
the famous ‘Falabella’ handbag of which was exhibited
at the V&A, London back in 2018. Others have even
gone as far as rejuvenating plastic bottles into new
materials for garments. It is fair to say that the luxury
industry is beginning to exploit innovation when it
comes to new perspectives in materials that fit the brief
of sustainability.
Campaigns: Stella McCartney’s Summer 2020
campaign mentions that this collection is their most
sustainable yet, the campaign has a vast focus on
sustainability and clearly demonstrates that this is the
company’s main focal point – attracting all of those
Millennials and Gen Zs out there – this is exactly what
they want. Vivienne Westwood also put out a strong
and impactful Spring/Summer 2020 campaign with
an integral focus on the changes that need to occur –
striking posters are seen being held by models stating
that consumers should ‘BUY LESS, DRESS UP’ the
backdrop has a somewhat apocalyptic atmosphere
and theme, clearly demonstrating a vigorous and
forceful message to consumers. Luxury brands that
are strengthening their campaigns, aiming to connote
sustainability are the ones truly making changes within
the industry; since marketing and campaigns are really
what get the messages as well as ideologies out there
to consumers in today’s market.
Visibility: ‘Browns’ is an online luxury fashion retailer in
the UK, as of recently they have added a very visible
category to their website labelled ‘conscious’ the edit
showcases various sustainably produced items from
well-known luxury designers, varying from the likes of
Stella McCartney to Marine Serre. Many online retailers,
as well as luxury designers, are starting to catch on to
the relevance of clearly representing sustainability – it
needs to be there as soon as the consumer views the
website. Visibility of sustainability is key and crucial
in today’s industry. Luxury brands are also coming
through via delivering strong marketing schemes on
social media – an additional necessity to getting the
word out there to purchasers.
Hierarchy & Impact: It’s pretty self-explanatory to say
that the luxury industry is at the top of the fashion
hierarchy and so with them representing positive
change towards sustainability this is encouraging other
sectors of the industry to also get on board – the
luxury industry as a whole seems to be enhancing and
changing the sustainability landscape, for the better
really. Although ultimately it is us as the consumers who
have the authority and the whole world in our hands
actually (let’s be honest) – we have the potential to
fully commit to sustainability via our shopping habits,
ditch the vicious cycle of fast-fashion and venture
beyond the horizon a bit more, it’ll be so worth it –
psychologically as well as literally.
So, all in all, I am sure you can see from this article
that there is a lot going on as well as a long way to go;
sustainability is the future though, I mean it has to be.
We don’t really have a choice in the matter – (climate
change and that) all I can say is that it will be the luxury
market that leads the ultimate change and shifts within
the fashion industry in terms of sustainability, that is
along with us as the consumers – remember it’s us who
technically holds the upper hand. We should jump on
the bandwagon, though shouldn’t we all be? Boycott
the brands who are ignorant of the fundamentals of
sustainability – they are not worth your time and there
really is no point in investing in a brand who is careless
to the importance of sustainability. So, do your research
before you purchase, ensuring that sustainability is a key
factor of the brand’s ethos and continue to support the
ever-changing industry of (sustainable) luxury fashion.