Luxury products are intended to solve a need and offer the best possible product to the customer. But is it possible that luxury brands can offer this and also be committed to issues relating to social, economic and environmental concerns? I think so and I believe that sustainable luxury is one such trend that is here to stay. Over the past few years, glamorous brands such as Ferrari, Hermes or Manolo Blahnik, are in transformation, looking for better ways to respect the environment. Clothing made from natural fibres, recycled, new products from raw materials, organic food, ecotourism, toxin free cosmetics or electric cars are a clear examples of actions that some of the most exclusive brands are adopting. Anything that is organic and artisanal is ‘on trend’. Today, luxury companies are concerned and seek a response to demands of the customer. They want to know where the products they buy come from and the impact that their production and sale has in the world.
We could classify the luxury industry into two groups. Firstly, the entrepreneurial projects that focus on the sustainable production that is becoming more exclusive. Secondly, the traditional companies who are taking steps to integrate the value of sustainability in their business strategy. We can find many venerable examples.
Forevermark, a brand from the De Beers diamond family, makes their product very unique and can only be found in selected jewelleries. Less than one percent of the world’s diamonds are found under the name of this exquisite brand. Their precious stones are responsibly sourced and pass through a very strict control. They are carefully selected and collected responsibly and legally. After pulling out the raw diamond, skilled craftsmen cut it by hand and polish the parts to the perfection. The design, quality and exclusivity make them fine art. Consequently, their diamonds come with a promise over the 4Cs (cut, clarity, colour and carat weight) and each one is inscribed with the ‘Forevermark’ icon and unique identification number for security and proof of quality.
ForevermarkDe Beers Group is a family of companies that dominate the diamond supply and is active in every category of diamond mining industry. Their mines are located in Botswana, Namibia, South Africa and Canada. The majority of the most famous and important diamonds, have been discovered or acquired by this brand. Over the last century, De Beers has been highly successful because of its philosophy, adopting a code of conduct on environmental management and getting engaged with the health and safety of employees. Undoubtedly, De Beers is a guarantee for the client who wants to buy a gem, offering original collections of diamonds. The Cartier or Tiffany & Co brands are also connected to this sustainable and transparent policy. Among other things, Cartier is only investing in gold mines where it is not necessary to use mercury to extract the metal. In addition, Tiffany & Co joined the sea defence and indiscriminate extraction of coral and eliminated the products which had this kind of material.
Another example can be seen in the signatures of the Italian menswear Ermenegildo Zegna and Loro Piana. These exclusive brands are members of the International Vicuña Consortium. They are committed into maintaining biodiversity in Peru, working in the afforestation of the vicuña in the Peruvian Andes and at the same time assisting in the development of local communities. Both brands have access to this valuable and attractive wool for clients, allowing them to have a design and production of exceptional items of clothing.
Ermenegildo Zegna
We can recognise the trends for this season, Spring – Summer 2014, through the collections of these glamorous menswear brand, which proposes a smart man, but modern. Ermenegildo Zegna presents “Eminences Grey” by Inez and Vinoodh, starring Jamie Doran. It has a varied collection for all kind of occasions, from the most formal to the most casual outfit, but with bold and surprising details. The power of the suit recovers an important role, using the superfine fibre Merino wool, giving lightness and softness to their fabrics. Among its highlights, we can find shades of grey and pastel colours. Absolutely great designs formed by tailoring luxury, sophistication and elegance.
Meanwhile, Loro Piana, a brand that was 80% acquired by Louis Vuitton last July, has a variety of jackets, suits, shoes and all kind of accessories, where the blue and beige colours predominate. The result is classic clothing, but with some details that give contemporary appearance. Its materials and freshness give a unique value to its designs.
By Mr. Jones
