Fashion brands play a crucial role in driving fashion and design, making it their responsibility to offer sustainable fashion to their customers. Despite not always being at the forefront of sustainability indexes, brands like Loro Piana, Dior, Ermenegildo Zegna, Valentino, Chanel, and Salvatore Ferragamo are making strides towards becoming sustainable luxury fashion brands with every collection they release.
Loro Piana’s Transparent Production: Loro Piana, a brand specializing in luxury cashmere and high-end wool products, has initiated a program allowing customers to trace the production steps of its baby cashmere sweaters from start to finish. In 2019, they included tags on their clothes, enabling customers to identify the origins of their knitwear. Additionally, they collaborated with French film director Luc Jacquet to produce a documentary series highlighting the sustainable harvesting of materials from Mongolia’s Alashan region.
Valentino’s Sustainable Packaging: Valentino has introduced sustainable packaging made from 55% recycled paper. Their boxes, adorned with the VLogo Signature, are sourced from sustainably managed forests. They’ve also incorporated 100% recycled ribbon in their packaging.
Chanel’s Eco-friendly Perfume Caps: Chanel has introduced a sustainable plant-based cap for their perfume bottles, aiming for recyclable packaging. This biodegradable cap, crafted by Finnish company Sulapac Oy, consists of 91% plant-based materials.
Dior’s Sustainable Collections: Maria Grazia Churri, Dior’s Creative Director, has emphasized the importance of sustainability in fashion. Dior’s SS20 runway collection featured eco-friendly fabrics and processes, reflecting the brand’s commitment to producing timeless and sustainable pieces.
Ermengildo Zenga’s #USETHEEXISTING Project: Ermengildo Zenga’s #USETHEEXISTING project underscores the brand’s dedication to enhancing the use of wool and technical fabrics from pre-existing sources. By opting for recycled materials like plastic bottles and bamboo fibers, the brand upholds the sustainability values of its founder.
Salvatore Ferragamo’s Commitment to Innovation: Salvatore Ferragamo, known for his revolutionary use of natural, recycled, and innovative materials, continues to explore eco-friendly materials and techniques. The Salvatore Ferragamo Museum even dedicated an entire exhibition to sustainability.
As the fashion industry progresses, brands are increasingly focusing on sustainable development projects that benefit people, wildlife, and the environment. With global initiatives like the Fashion Pact, the hope is that luxury brands will not only talk about sustainability but also integrate it into their brand lifestyle.
But those are luxury brands that can afford multimillion dollar campaigns for sustainability. SME could not keep up with such budget without being smart with their campaigns. Gratitude can help!
Gratitude enables businesses to become transparent by being powered by blockchain technology, with easy-to-use tools to record their supply chain, narrate the story, verify on blockchain and present the data in a beautiful landing page that can be issued via Gratitude’s QR Code or URL that can be placed on a physical product or embedded on digital marketing campaign or label, even in hotels. With this QR code, brands can put in place localized material or descriptions of their product so that the product can quickly hit the shelves while the full localization in progress. Customers can then simply scan the QR codes placed on the product or click the link on a digital campaign and clearly see the product’s journey, verify sustainability claims, or even company and brand stories that the company wants to reveal to the customer in language that they are familiar with.
Begin your business’ true transparency journey by implementing Gratitude to unlock the hidden value of your supply chain data. Talk to our representatives via the following channels for support or assistance in implementation:
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