Simone Pavesi, manager of Animal-Free Fashion, an Italian campaign of LAV group, said: “As fashion becomes more and more ethical, supply chains that revolve around animals will be a thing of the past.”
As Gucci announced, starting Spring 2018, to go fur-free, it can enable Kering, which increased a 30% growth in the last quarter, to continue its sustainable development and social responsibility policies.
In the time where Instagram is crowded by hashtags #vegan, #healthy and the growth of a healthy lifestyle, fashion is not spared by the concept. A study from Unilever revealed that one third of consumers are now buying from brands based on their social and environmental impact. This is particularly true for Millennials who are looking for more transparency from brands.
The luxury industry is now looking for a more ethical model in order to keep up with the demand. This new model requires from brands to innovate. R&D services have to search for alternatives to raw materials to preserve natural resources. Synthetic materials in natural fibers, synthetic fur or vegan leather are some of the solutions that can be considered.
Thereby Yves Saint Laurent launched a few years ago a “New Vintage” collection made with recycled tissues from previous seasons or Hermes and its “Petit H”, which is accessories made out of leather or silk fabric scraps.
The last collaboration between Y/Project and Honest By is also a good example: all the collection is made exclusively with durable materials and processes, certified by the Global Organic Textile Standard (GOTS), an organization which inventories and certifies organic textiles in the world.
In fact, luxury brands progressively understand they have to satisfy the ethical conscience of their customers: a way to defend values while improving their image for the future.