Fashion and luxury
Why is it that the fashion industry finds it so hard to go ecological?
Is it in the very essence of fashion to be shortsighted and fast? Is there a slow fashion movement or is that in itself a contradiction? If you look at values and how they are created and why that particular product create desire in you? Is it colour, texture, shape or brand image? Probably it’s a combination of your needs and wants. How do ecological aspects fit into the bill? It ain’t easy, “eco” becomes an add-on value that might contradict other values, such as, price, purpose, looks, and time.
What luxury brands do is to tell a story. Luxury without a pedigree is not luxurious.
Storytelling is something luxury brands have in common with eco brands. An unholy union it seems but a logical one when you think about it. We think that a lot of the lessons that can be learnt from the luxury industry by ecological brands, in form of communicating values, quality, transparency, and consumer loyalty.
But what about the fashion industry? The whole world can’t become eco- luxurious. We don’t even want to. Some days you just need to get a pair of shoes to match those new jeans for the party. There will always be a demand for cheap, fun and attractive clothes and shoes with a short shelf-life.
It’s just the small matter of doing it in a nicer and better way.
