Green is the new luxury
Green is the new black. The need for responsibility, ethics and the development of a "green" production where beauty and elegance join forces with environmental protection and health and safety for the workers, is growing in both fashion and jewellery. Luxury brands are becoming increasingly sensitive and are battling with the complex and challenging theme of sustainability. In fact, more and more of the consumer public is now more careful and aware - Millennials first of all - and is willing to buy less but better, with more money spent but on better quality and by paying closer attention.
Sustainability means continual improvement along all the processes concerned in the production chain - a sustainability made up of social justice and traceability, from the raw materials to the end product, of natural materials and artisan workmanship. The luxury industry is adjusting to sustainability factors, respect for the environment and social responsibility in an attempt to make them part of their everyday business.
Many luxury brands have embarked upon this road: LVMH has several on-going "green" projects, Bulgari has begun to map its coloured stone suppliers to check how and where the stones are extracted, Chopard is the first company to work with Fairmined Gold, gold extracted from mines that have obtained high sustainability standards. In short, uniting green and glam, ethics and elegance, is not only possible but also necessary.