One example is ECONYL – it is more than just about recycling. ECONYL has a campaign of producing new products but with a better environment at the same time. Nylon waste is converted into ECONYL. Creating new products from the nylon waste is a good form of reducing materials.
Gucci released a new sustainable collection “OFF THE GRID”. As per Gucci, “It is basically designed for those mindful of their environmental impact, Gucci Off The Grid uses recycled, organic, bio-based and sustainably sourced materials.”
Prada also launched “Re-Nylon” project as a contribution to achieve a sustainable luxury fashion. As per Prada, “Our ultimate goal will be to convert all Prada virgin nylon into Re-Nylon by the end of 2021. This project highlights our continued efforts towards promoting a responsible business. This collection allows us to make our contribution and create products without using new resources." Second on the list of how luxury brands are becoming more sustainable is about up cycling the products. Nowadays, up cycling materials are starting to become in demand. Repairing of products that can sell as good as new is worth investing. Supporting resale should be put to practice. By doing so, both the luxury fashion companies and consumers can contribute to lessen the waste. There is a program named RECOLLECTION INITIATIVE that promotes restoration to produce another one-of-a-kind piece.
Sustainability requires responsibilities. It calls for actions as well and not just only information. Luxury brands have a huge advantage over fast fashion companies because luxury brands are being purchased for the quality and value. Therefore, luxury fashion brands should take the lead in promoting sustainability in the industry.