The luxury fashion sector does not excel in sustainability. Ever changing trends and a widespread love of fur make designer brands rather unlikely proponents of green fashion. What’s more, the democratization of fashion has diluted luxury brands’ traditional commitment to handmade, high quality collections. As Dana Thomas has eloquently written, a designer label is no longer a guarantee that a bag, scarf of pair of trousers will last a long time.
There’s no reason to become depressed about this development (or bury your credit card). So-called new luxury promises to be the green frontier to Gucci, Prada, Louis Vuitton et al. Even though new luxury does not always promote itself as sustainable, the trend has some seriously green features. Take the focus on craftsmanship, limited editions, trans-seasonal designs and classic shapes. All this high quality clothing can support a slow and hence sustainable fashion consumption.
According to the prominent Dutch etiquette book on clothing, 'Het Blauwe Boekje', personal comfort, individual style, care and quality are central to new luxury. New luxury is trendy with a hint of classic style, keeping a balance between vintage and forward fashion. You’ll never end up in a business look or mousey grey outfit if you choose new luxury design, Roel Wolbrink says. High quality fabrics are used by young designers to offer a luxurious yet modern look. Now, who would really need a traditional luxury brand then?