The global sustainability trend has created new challenges for big and small businesses alike. World-famous luxury brands have joined this revolution and are seeking to present innovative proposals that will allow them to remain in harmony with the demands of the new consumer.
Among the first proposals adopted by these brands is the "fur-free" movement.
Achieving that, important fashion Maisons such as Gucci, Michael Kors and Prada, stop using animal leather in their collections (O'Connor Tamison, 2018). Indeed, the latest major victory of this movement is the national ban on the use of animal fur and leather in the fashion industry in Israel. (HSI, 2021)
Vivienne Westwood is an iconic brand in sustainability, being recognized for creating quality products, respecting people and the planet since the 80s, before the whole sustainable revolution in the industry. Based on its pillars craftsmanship, heritage, people power, materials and the transformation and reinvention of residues. (Luxiders, 2020)
Secondly, we find Stella McCartney who was one of the pioneers in becoming a more environmentally and socially friendly business. The label began its journey in sustainability in 2001 by presenting collections without fur, feathers and fur. But also, since 2008 it presents annual proposals such as the use of renewable resources in all its stores, use of organic and recycled materials (Stella McCartney).
Moreover, fashion companies such as Burberry and Gucci have introduced changes in their production processes. In partnership with specialized sustainability companies such as the Ellen MacArthur Foundation, they managed to certify their processes and adopt the use of recycled and biodegradable materials in their collections. (Luxiders, 2020)
On the other hand, there are also companies that have fallen into greenwashing strategies. These businesses promote non-relevant features and information creating a more environmentally friendly look, when in fact there is no change. Nevertheless, this proposal is affecting business, as consumers are becoming more active and aware of the practices of each company. (Patricia Galiana, 2019)
The journey to sustainability and circular economy requires a lot of effort and integration between companies in different industries. As well as the aforementioned industries, we find new ones joining the change. Therefore, every action counts and inspires others.
Stella McCartney (s.f.) Sustainability https://www.stellamccartney.com/gb/en/sustainability/sustainability.html
Van Heerde, Livia (s.f.) Marcas de lujo apostando por la sostenibilidad. Luxiders
Keller Aviram, Danielle (2020) The first political and climate change Luxury Brand. Luxiders
O’Connor, Tamison (2018) Why fashion’s anti-fur movement is winning. Business Of Fashion - BOF
Humane Society International HSI (2021) Breaking news: Israel becomes first country in the world to introduce a “historic” ban on fur sales.
Galiana, Patricia (2019) ¿Qué es el Greenwashing y cómo funciona? IEBS