Last month, Statista released the brand values of the world’s top luxury brands for 2024. Leading the list were Louis Vuitton, Hermès, Chanel, Gucci, and Dior—brands celebrated for their style and heritage. Their pieces are so coveted they require boxes and ribbons to justify the indulgence. 

Simultaneously, there have been reports of extreme storms and floods, such as those in Florida and Valencia. These have reached unprecedented levels of devastation, displaced thousands and tragically claimed lives. Wildfires in Los Angeles and record heatwaves have made it clear that no one is exempt from the effects of climate change, no matter how privileged. The environmental consequences of our modern lifestyles have become undeniable, bringing with it the overdue question: what impact does luxury have on our planet?

What impact does luxury have on our planet?

While we can each try to be more mindful in our daily lives – cue the dreaded paper bags and straws – the responsibility does not rest solely on individuals. It is safe to say that luxury brands, with their influence and resources, should play their part in driving sustainable innovation. In fact, a House of Commons Audit Committee report reveals that textile production contributes more to climate change than international aviation and shipping combined. Fashion has always been about setting the standard, so if anyone can make sustainability stylish, it is these brands. 

Some of the industry’s biggest names are beginning to make changes that could reshape the fashion scene in a more eco-conscious way:

 

Louis Vuitton

Louis Vuitton’s “Committed Journey” aims for 100% sustainable practices by 2025, and the brand has already taken measures to get there. So far, 80% of its raw materials meet strict environmental standards and its Leather Working Group-certified tanneries ensure responsible leather sourcing. Since 2019, Louis Vuitton has also reduced single-use plastics in its packaging by 52%, helping minimise waste on a global scale. While the brand has ambitious emissions targets, progress updates are limited, leaving room to grow in transparency. Still, Louis Vuitton’s steps show a serious approach to sustainability for one of fashion’s most iconic names.

Louis Vuitton’s steps show a serious approach to sustainability

Hermès

Then there’s Hermès… while my original thought was, “how sustainable could crocodile leather be?”, I was pleased to see they’re making thoughtful strides towards sustainability in their 2023 report. In 2023, the brand pledged to cut its carbon footprint by 50% by 2030 and reach net-zero by 2050. Renewable energy now powers 70% of its operations, and Hermès has reduced their water use by 62% over the past decade. The brand also supports a circular economy, completing over 200,000 repairs on its items last year alone. Although Hermès still uses exotic materials like crocodile leather, its strides toward sustainability show a blend of tradition and eco-conscious advancement. Hermès has certainly made progress, but as it balances heritage with environmental responsibility, the broader question remains: can luxury truly be eco-conscious without rethinking such resource-heavy materials?

Chanel

Chanel’s “Mission 1.5°” is part of its plan to achieve net-zero emissions across its value chain by 2040. The brand has invested in regenerative agriculture, supporting wool and silk production that replenishes soil and supports local communities. Chanel also emphasises durability, creating pieces meant to last for generations, with a focus on circularity in design. While Chanel’s sustainability journey is promising, specifics on progress remain sparse and more detailed transparency could set Chanel apart as a leader in luxury sustainability.

More detailed transparency could set Chanel apart

Gucci

Of the five brands I reviewed, Gucci is deemed the most sustainable by Good On You, “the world’s leading source for fashion and beauty brand ratings.” Gucci’s Equilibrium program sets a high standard for luxury sustainability. The brand has achieved 99% traceability in its leather supply chain and launched initiatives like the Scrapless program, which reduces leather waste. Also, Gucci Preloved, which is a resale platform supporting circular fashion. Gucci is also committed to using 100% renewable energy across their operations and partners with regenerative agriculture projects like their work with Chargeurs Luxury Fibers. While its carbon neutrality relies on offsets, often debated for effectiveness, Gucci’s approach demonstrates a genuine effort to align its brand with eco-conscious values.

Dior

Finally, there is Dior, whose Dream in Green program is a commitment to sustainability across its operations. The brand recently launched a regenerative cotton denim line that uses 83% less water and 75% fewer chemicals, reflecting Dior’s goal to reduce its environmental footprint. Dior is embracing sustainability through eco-design principles and recycling initiatives, incorporating these efforts into both their products and packaging. However, they too have been criticised for their reliance on animal-derived materials and limited transparency around the supply chain. Still, the Dream in Green program marks a positive step in Dior’s effort to blend its heritage with a more sustainable future.

A positive step in Dior’s effort to blend its heritage with a more sustainable future.

Overall, I’ve found this journey quite reassuring. It is easy to think that brands like Louis Vuitton, Hermès, Chanel, Gucci, and Dior might feel a bit too “high fashion” to bother with sustainability. Yet, their initiatives prove that eco-consciousness is becoming a core focus even in luxury. From emissions reduction to responsible sourcing and circularity, these brands are taking steps toward a greener future. Though the delicate balance of exclusivity and sustainability still raises questions.

However, with inflation driving up the cost of designer goods, it is fair to hope that the hefty price tag of luxury items reflects, not only quality materials and craftsmanship, but also a commitment to sustainable methods. As consumers are increasingly calling for transparency, luxury brands face a pivotal moment. Can these infamous fashion labels redefine luxury to embrace both craftsmanship and environmental stewardship? Only time will tell if they can lead the way to a sustainable future, without having to swap silk for satin entirely.

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