Today we celebrate World Environment Day, so we want to dedicate today’s post to talk about environment .
Nowadays, there is a growing concern for brands to be environmentally responsible, trying to be as sustainable as posible. Mostly millennials are responsible for consuming these types of brands, therefore big luxury brands do not want to lose sight of this generation.
They are committed to their values and aware of this reality, that’s why they boost this type of purchases encouraging big brands that care about the eco-friendly, being for some of them prescribers.
This is also happening with luxury hotels, which are offering their services trying to cause the least impact on nature, being able to provide their guests with experiences of the paradises where we can find them. As for example Soneva paradise. The eco and the simple are nowadays a definition of current luxury, favoring those, luxury brands so they have a greater affinity with their public.
A study by The Shelton Group shows that millennials, as mentioned before, are the main consumers of these brands, so these luxury brands are increasingly making positive strategies for the environment .
Which are these brands?
A British fashion designer closely associated with punk and New Wave movements. It is one of the pioneering brands in sustainable fashion, although it does not stand out in its image. She named her AW17/18 show “Ecotricity”, and was related to renewable energy, as an attempt to attract other luxury brands to move to the green energy movement. Her campaign was backed by the mayor of London and the British Fashion Council, and several British companies such as Belstaff or Marks & Spencer, which have already committed to follow Westwood’s example.
We can see the exhibition on active sustainable fashion currently in the V & A Museum, in London.
This was one of the first brands to get involved in sustainability, creating a collection of 100% sustainable bags.
In 2010, they launched the use of recyclable containers with FSC certificate. The next year, in 2011 they introduced a collection of eyewear. They made it with greener materials that are based on castor-oil seeds. In 2012 they presented a collection of sandals of sustainable and biodegradable plastic.
Later, in 2014 they focused on corporate social responsibility and its objective was to achieve leather and fur proceeding from 100% of “verified captive breeding operations or from wild populations in a sustainable way”
Besides, in 2017 they announced that they refused to continue using fur in their collections, stop using fox skins, mink, rabbit, Karakul, raccoon in their collections. This action produced a very positive attitude for vegans, vegetarians and animal activists.
In 2018, the company launched Gucci Equilibrium to aspire to greater sustainability. The website Equilibrium.gucci.com is “designed to connect people, the planet and the purpose” by allowing Gucci staff to devote 1% of their working time to volunteering in local communities.
Since 2001, the designer does not stop at the exclusion of materials from animals. She shot her last publicity campaign in a landfill. It is one of the brands that commits to change their energy suppliers for green energy by the year 2020.
The State of Fashion event, the largest event on sustainability and fair fashion, includes Stella McCartney and Vivienne Westwood in their exhibitions as pioneers of sustainability in luxury fashion.
McCartney is also present at the V&A Museum’s sustainable fashion exhibition.
This luxury brand has only an “E”-rating at the sustainability ranking “rankabrand.org”
The American luxury company Michael Kors wants to stop using fur by the end of the year.
They announced that the luxury fashion brand will stop destroying products in stock.
This year, Burberry has also become a core partner of the Ellen MacArthur Foundation’s Make Fashion Circular initiative, along with Gap, H&M, HSBC, Nike and Stella McCartney. And furthermore, Burberry announced that it will stop using fur in its collections.
Known for its leather bags has also been declared “fur-free”. They announced that the ban will be official in November 2018.
Fashion is not just about being beautiful, or in fashion. In the 21st century, the question goes beyond. It’s about buying according to certain principles, being aware of what you wear. This is why more and more companies are appearing in the ethical or sustainable movement. Brands that manufacture in Spain or in Europe, tend to be the ones that take more care of the environment.
First of all, they care about having optimal working conditions. These brands with Spanish seal are: visit them here
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