Sustainability, too good to be true?
Perhaps the most overrated words in fashion right now are ‘sustainability’ and ‘inclusivity’. And interestingly, to combine the two is proving to be a challenge for luxury brands and designers across the world.
While every fashion brand is on a route to be sustainable to attract woke millennial consumers, one wonders if it is really possible for highend labels to accomplish that without diluting their brand value. Every brand understands that to be sustainable and inclusive at the same time is one of the toughest challenges for the business, and thanks to the dynamic social media culture and fluctuating economy, the stakes are high.
REINVENT OR PERISH
According to designer Charu Parashar, sustainability in fashion is here to stay although she believes it could very well be a mythical statement because there is nothing like ‘Sustainable-Luxe’. “The challenge for luxury brands today is to reinvent or perish,” she says. “Millennial consumption is influenced by brands’ commitment to social and environmental sustainability, especially the younger buyers who are concerned about social and environmental issues.”
Charu considers woke buyers the key drivers of changing behaviour/patterns. “They are quite aware of ethical ways of manufacturing and compliance with labour laws. They care about the carbon footprint of the product and its impact on climate change and do not follow trends blindly.
“By definition, sustainability is for something to endure the test of time and remain persistent. When we talk about luxury, it is about preserving art and respecting the environment at the same time. For instance, in the handloom and handicraft industry, products are sustainable and luxurious.”
RAGHURAM KUCHIBHATLA,
Hyderabad-based founder of Yes!poho
“THERE’S NOTHING LIKE ‘SUSTAINABLELUXE’. THE CHALLENGE FOR LUXURY BRANDS TODAY IS TO REINVENT. MILLENNIAL CONSUMPTION IS INFLUENCED BY BRANDS’ COMMITMENT TO SOCIAL AND ENVIRONMENTAL SUSTAINABILITY, ESPECIALLY THE YOUNGER BUYERS WHO ARE CONCERNED ABOUT SOCIAL AND ENVIRONMENTAL ISSUES.”
— CHARU PARASHAR, Designer