Ethical credentials are being reframed as the ultimate luxury, with companies coming together to provide solutions to industry-wide issues.
: From awareness to action: Education is crucial for sustainability, and brands are enhancing knowledge and skills across the industry. LVMH will be taking 200,000 members of staff to La Vallée de la Millière nature reserve (one hour outside of Paris) where they will learn about biodiversity and other sustainability fundamentals.
: Collaborating for the climate: More luxury brands now acknowledge that ethical action means collaborating instead of competing. LVMH and Chanel have announced a strategic alliance to accelerate sustainable development in the luxury sector. This industry-first move demonstrates that partnerships will be key to addressing the industry’s environmental challenges. It was unveiled as part of LVMH’s environmental performance roadmap Life 360, and discussed further during a recent Christian Dior Couture event.
Climate collaboration is transpiring in the world of luxury cosmetics too. In January 2024, cosmetics makers including Dior, Chanel and Shiseido came together to form the Traceability Alliance for Sustainable Cosmetics, which looks at the transparency of ingredients, manufacturers and suppliers in the industry.
: Circular sourcing: In 2023, Gucci, backed by Kering, created a Circular Hub in Tuscany, Italy. The hub will help the development of luxury products that maximise the use of recycled materials and are durable, repairable and recyclable. It will also encompass the whole production cycle, from raw materials and design through to production and logistics.
Continue the conversation: Discuss what role your clients think Dior should take in creating a more sustainable future. What ethical credentials are most important to them?
Image: Off the Grid by Gucci in collaboration with Highsnobiety, UK; Emma Watson in the Prada Re-nylon Collection campaign by Willy Vanderperre, Italy
Image:Finematter, UK
The next generation of consumers are creating new standards for coveted items by taking an interest in responsibility and regeneration.
: Cultural upcycling: Designers are increasingly turning to locally-sourced materials that blend sustainability with cultural appreciation. Tapping into this mindset, emerging Indian brand Tangerine features star anise, cardamon pods and cloves in its pieces, emphasising how bio ingredients can pave a path to more ethical material sourcing.
: Lab-grown standards: Laboratory-grown diamonds are soaring in popularity. In 2020, they made up 11.6% of the diamond industry – today they account for a remarkable 50%.
Another positive development is a commitment to ensuring that these diamonds are produced with minimum impact on the environment. Brilliant Earth’s Sustainability Rated Diamond Collection provides certificates showing the environmental credentials of the lab-grown diamonds it sells.
: Source-to-store: Traceability is also key, and designers are embracing new technologies to demonstrate ethical sourcing. Louis Vuitton’s LV Diamonds have ‘mine-to-finger’ traceability and the Louis Vuitton Diamond Certificate now makes it possible to verify the traceability and responsible sourcing of diamonds. This is the Maison’s first fully digital blockchain certification system and underlines its commitment to ethical sourcing and production.
Elsewhere, Prada’s Eternal Gold jewellery collection is made with 100% recycled gold and comes with scannable authentication cards to give clients access to the source-to-store journey of each piece.
Continue the conversation: Have your clients considered lab-grown diamonds or sustainable jewellery? Discuss their perceptions of these compared with traditional luxury items.
