How Miu Miu, Gucci, and More are Approaching Sustainability with Opulence
From materials to manpower protection, discover the luxury fashion Houses that are leading the conversation on sustainability.
Sustainability is not a new concept. Brands in fashion have been toying around with the term for decades now, looking towards efforts to be more environmentally conscious. With more significant resources and influence, luxury brands, in particular, have faced mounting public pressure to make a change.
Previously viewed as sustainable due to limited quantities and slow craftsmanship-centric processes, the luxury industry’s reputation is now under the scrutiny of the conscious consumer. This new generation of consumers is politically-aware and well-informed about the issues that plague society, taken by ethical and inclusive brands.
Below, we look at some luxury brands that have begun taking these environmental issues more seriously through actionable goals and meaningful steps.
Miu Miu
Owned by the Prada Group, Miu Miu has undertaken Upcycled by Miu Miu – an extended project by the brand that breathes new life into old garments. The first iteration saw the reworking of 80 special vintage dresses from the '30s to the '80s. More recently, Upcycled by Miu Miu collaborated with classic denim brand Levi’s to add some of the maison’s signature playfulness to the denim pieces. Building upon existing garments, the brand’s fresh take on upcycling within the fashion industry is the perfect example of when luxury meets sustainability.
Gucci
With science-based sustainability targets, Kering-owned Gucci is doing an excellent job setting and keeping to its goals, including reducing greenhouse gas emissions and a policy approved by CanopyStyle to prevent deforestation of ancient and endangered forests in some parts of its supply chain. CanopyStyle is a programme under the non-profit organisation – Canopy that strives to bring forest-saving solutions to the mainstream through fashion. Carbon-neutral since 2018, the House also dressed Billie Eilish in a fully-upcycled Gucci look for this year’s Gilded Glamour-themed Met Gala – showcasing another aspect of the maison’s commitment to sustainability. Gucci Off the Grid is the first collection in its Circular line, promising consumers with more ethical and sustainable products that will last.
Saint Laurent
Similar to Gucci, Saint Laurent is owned by the Kering Group. The brand, too, has worked out a policy with CanopyStyle to prevent deforestation in ancient and endangered forests. Saint Laurent uses a number of eco-friendly materials including sustainable silk and wool, as well as organic cotton. People are an important part of the sustainability conversation and the House hasn’t forgotten its workers and suppliers. Disclosing its policies regarding diversity and inclusivity for the employees, the brand has policies that protect workers and operations staff alike from the repercussions of Covid-19.
Louis Vuitton
The French House’s website has shown detailed efforts to be transparent with consumers about its green goals – from using more eco-friendly materials across its many offerings to cutting down on waste in the production process across its different factories. Louis Vuitton released their Felt line for the Autumn/Winter 2021 show, featuring bags made of materials from a circular economy. For the Met Gala this year, the celebrities dressed in Louis Vuitton were all proudly parading on the red carpet in archival or pre-worn looks. The spectacle that the lineup of stars made for the most exclusive event in the fashion calendar was an extension of the LVMH brand’s commitment and shift towards eco-consciousness.
While it’s clear that a fair portion of luxury Houses have made the effort to work on their sustainability, we can all always do better. What consumers expect from brands now are accountability and transparency. It is no longer enough to play the fool – the fashion industry has undeniably contributed to pollution and global warming.
Consumers are looking for brands that can deliver products that are better for the environment, without compromising their signature styles or high quality. As science also makes strides in developing technologies for the betterment of the planet, it is imperative that luxury brands keep up and revise any dated processes. After all, fashion is a fast-moving system.
