Wool dyed using the berry juice of the Malabar spinach plant and natural mordants as part of YOU WEAR WHAT YOU EAT, a NEW LUXURY project
NEW LUXURY
the equalization of sustainability and luxury in the Italian fashion indusry
The NEW LUXURY ongoing, global project explores sustainability and innovation challenges and opportunities in the Italian fiber, textile and fashion industries. The dual aim is to define and integrate corporate social responsibility best practices into luxury brand identity and to sensitize the consumer. Within the contemporary contexts of globalization, climate change and poverty, the six standards of NEW LUXURY form a methodology that sets a high ethical standard for industry stakeholder performance whilst striving to retain the image and character of trustworthy Italian craftsmanship. NEW LUXURY is an interdisciplinary, critical response to 21st century demands that mass luxury places on society and livelihoods, the global ecosystem, the economy of Italy and its cultural heritage. The author, along with a diverse group of expert collaborators, examines “Made in Italy” within this context. Recommendations to achieve healthy, sustainable futures for economic and natural systems address broad market demand for socially and environmentally sound products. Developments in “sustainable luxury” are closely scrutinized in order to determine how Italian companies can restore brand credibility, find new ways to satisfy affluent, conscious consumers, and link the concepts of sustainability and luxury inextricably together.
NEW LUXURY reclaims an art overwhelmed by democratization and crippled by economic recession. It redefines green jargon by clarifying ambiguous terms used in ethical fashion and provides much needed gradations for a standard sustainability certification instrument within an increasingly homogenous fashion industry. By calibrating sustainability, stakeholders and consumers can revitalize endangered traditions and crafts and shape a more sustainable future for generations to come.
Di.By Ibada Wadud