Fashion that Sustains Us

Luxury fashion has moved into new territory, one that’s set by an educated, environmentally conscious 21st-century consumer. Increasingly, trendsetters are demanding to know how the clothes they’re buying are produced, and whether the brand they love is pursuing a sustainable production course. Customers want the real behind-the-scenes story – they need to know how each item they’re buying was made and who and what was involved. The world’s top brands have taken note, and they understand that in order to retain their clientele, they must integrate sustainability into their narrative.

GUCCI’S CULTURE OF PURPOSE

Gucci is placing ethical considerations at the heart of its brand. “Gucci is committed to a culture of purpose, putting environmental and social impact at the heart of the brand,” said president and CEO Marco Bizzarri. “Together, by committing to a culture of purpose, taking responsibility and encouraging respect, inclusivity and empowerment, we want to create the necessary conditions for a progressive approach to sustainability.”

Gucci’s 10-year Culture of Purpose sustainability plan, unveiled in 2017, rests on three pillars. First, the environment. The company plans to reduce its environmental impact by ensuring that 95% of its raw materials are traceable. Gucci also eliminated animal fur from its collections completely as of spring 2018. The second pillar, humanity, sees the company recognize the value of its employees by pushing for gender quality, diversity and inclusion. And thirdly, Gucci is developing new business models, ones that are designed to improve efficiency while fostering innovation.

RESPECT STELLA MCCARTNEY

When it comes to environmental awareness, Stella McCartney is a true pioneer. The label never used animal fur – cruelty-free fashion was and remains central to the brand ethos. In addition, Stella McCartney has been at the forefront of innovation, coming up with new ways of creating silk, using alternative (vegetarian) materials for leather and sourcing wool from animal welfare farms.

But Stella McCartney is also concerned about other aspects of production: regenerated cashmere, sustainable viscose and organic cotton are three key, environmentally friendly materials used to create the brand’s signature looks.

Stella McCartney also collaborates with various NGOs – such as Ethical Trading Initiative (ETI), Parley for the Oceans and many more – as a reflection of its company values.

BURBERRY GOES GREEN

Last year, Burberry made headlines due to its business policy of destroying unsold product – millions and millions of dollars’ worth of stock. The negative press surrounding this practice did much harm to the brand’s reputation, showing that consumers were indeed concerned about the business practices of luxury labels.

In response, Burberry quickly announced that it would immediately halt its practice of putting unsold goods in a landfill. In parallel, new chief creative officer Riccardo Tisci announced that his first collection for the British brand (spring/ summer 2019) would be absolutely furfree. “Modern luxury means being socially and environmentally responsible,” said Burberry’s chief executive officer Marco Gobbetti. “This belief is core to us at Burberry and key to our long-term success. We are committed to applying the same creativity to all parts of Burberry as we do to our products.”

DVF AND LONGEVITY

Starting with the iconic wrap dress that she invented in 1974 and moving on to her embrace of bold colors and patterns, Diane von Furstenberg has always had her pulse on what fashion lovers wanted. After nearly 50 years in the fashion industry (she launched her eponymous brand in 1972), the designer continues to be at the forefront of global movements, most notably through her DVF Philanthropy organization. Divided into three segments – DVF Voices, DVF Awards and DVF Gives – the organization allows the designer to leverage her brand in order to help people and communities in need.

DVF Awards is an annual event, which seeks to support women who have had “the courage to fight, the power to survive and the leadership to inspire.” Every year, DVF Awards singles out five women who are each awarded $50,000 to develop their work within their own communities. Then there’s DVF Voices, a platform for women to connect that organized celebrations on such key dates as International Women’s Day. Through DVF Gives, the label actively supports causes and organizations, including the International Rescue Committee (IRC) and The Shed, which opened in April 2019 and is New York’s first multi-arts center designed to commission, produce and present performing arts, visual arts and popular culture. Additionally, DVF Gives is working with the Council of Fashion Designers of America (CFDA) on a sustainability roadmap that focuses on innovative textiles and farmed fur substitutes.

THE FUTURE IS ORGANIC

These four brands are just a few of the ones currently making a shift toward more environmentally friendly and sustainable practices. They understand that they have a responsibility toward the communities among which they operate. Ultimately, this shift is essential if luxury brands want to retain the 21st century consumer.