Consumption habits are changing. Faced with the global environmental emergency that we are all aware of, things can no longer continue as they have before. More and more, we are paying attention to the products we consume: where they come from, how they are made, what they contain, and the behaviour of the companies that produce them. We are monitoring our environmental impact, both collectively and individually.
We are striving to consume better and consume less. Faced with this trend, which is set to grow over time, how should we think about the future of luxury? Luxury, which is often associated with excess and overconsumption? Can luxury products survive this profound transformation in the way we consume? Contrary to common assumptions, it seems that luxury, with its high-quality products designed to last, has every reason to find its place within this changing economy. A closer look at a paradox that is not really a paradox at all.
Rare and refined products
In the collective imagination, “luxury” is associated with excess, far removed from any concern for the environment or restraint in consumption. Luxury seems to carry the mark of guilty pleasure. While part of the world associated with “luxury” may indeed fit this definition, the same cannot be said of handcrafted products, often referred to as “personal luxury”.
A quick look at the manufacturing processes used for handbags or watches, for example, by renowned brands is enough to see how closely they can align with sustainable development values. A genuine luxury item is necessarily produced in small quantities: these are rare and refined products, sought after for their exceptional quality. This is the complete opposite of fast fashion, for example, which relies on mass production!
Preserving raw materials and high-quality craftsmanship
What defines luxury above all is the exceptional quality of its products. When creating a luxury item, great attention is paid to preserving the raw materials used. These materials are often rare and precious, and are therefore protected to ensure their long-term availability, as part of an approach based on environmental responsibility.
The quality of luxury products, which makes them reliable long-term investments, comes not only from the care given to raw materials, but also from the fact that most of these products are handmade. They are handcrafted goods that preserve and pass on sometimes centuries-old expertise and high-quality local craftsmanship.
A commitment to durability
These refined, handmade products are designed to stand the test of time thanks to their exceptional quality. Designer leather goods, when properly cared for, can last for decades. Designer bags are sometimes passed down from one generation to the next.
This commitment to durability gives luxury goods a natural place in the new economy that is gradually taking shape: the circular economy, with a reduced environmental impact.
Luxury as part of the circular economy
To consume more responsibly, we need to find new ways to meet our needs. Extending the lifespan of consumer goods, and ensuring that nothing goes to waste, is becoming increasingly popular. And the second-hand market is one of the main areas of growth for the circular economy.
In the luxury sector, second-hand fashion is booming. On the one hand, this is because products from this industry enjoy an excellent reputation: they are of high quality and carry strong symbolic value. On the other hand, consumers now have access to new resale platforms that they can trust when buying these highly sought-after goods. It is therefore becoming increasingly easy to consume luxury responsibly: by buying second-hand while still benefiting from the industry's high standards.
Consumer behaviour is changing, industries are adapting accordingly and embracing eco-responsible practices. Established, historic and institutional brands are transforming the way they operate, driven both by consumer demand and by newer, more dynamic brands. At Stella McCartney, cotton is organic, leather and PVC have been eliminated, and cashmere is regenerated… The fashion house's Spring-Summer 2020 collection was its most eco-responsible ever. The younger brand Jacquemus uses organic materials such as cotton and linen, produced in France. More and more brands are gradually following suit: Versace, Gucci and Burberry have stopped using real fur.
Stella McCartney and the much younger Jacquemus are leading the way, proving at the same time that luxury can embrace sustainability beautifully. Both highlight the importance of extending the lifespan of clothing by recycling and reselling it: the vintage market has a bright future ahead.
Buying second-hand luxury, contrary to popular belief, is therefore not incompatible with values such as environmental responsibility, reduced consumption and the circular economy. In fact, it seems that second-hand luxury may ultimately be an excellent way to proudly embrace these values.
For us at Secondement, sustainability is not an afterthought. We believe in sustainable luxury and advocate values such as respect for the environment, careful attention to the materials used and, above all, the reuse of existing items. We aim to create a responsible luxury experience by giving a second life to the beautiful designer bags already in circulation.
We offer a catalogue of exceptional pieces that we authenticate and carefully look after. Our fast purchasing service allows users to quickly become part of our circular approach, one whose values they share as well.
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