In order to make it work, luxury brands may have to reconsider their priorities: as John Elkington’s 1994 triple bottom line suggests, “extend the way we consider economic development and prosperity not only on the economic pillar, but also on the environmental and social ones, reconsidering the way in which we create value in terms of social justice and environmental impact”. Therefore, the 3Ps (Planet, People, Profit) must always be considered as equally valuable purposes. Luxury brands should probably communicate their social responsibility and sustainable standards as an integral part of their corporate policy, and not as a secondary activity performed to adapt to a “trend”. All stakeholders involved, internal or external, should be taken into consideration.
Another point to raise is the notion of creation waste, which is different from production waste. Creation waste alludes to the luxury fashion culture of designing too many collections per year as it requires wasting thousands of dollars everyday for unnecessary means. In the context of luxury fashion, it may seem insufficient to use sustainable materials and get certifications if there is not a change in the culture of luxury fashion, to tackle creation waste as well as production waste.
“Sustainable luxury is a matter of deep conviction” –