The role of sustainable luxury in transmitting cultural and artistic heritage

February 22, 2023

To date, the luxury sector has thrived on an approach to story-telling that is based on craftsmanship, rarity, uniqueness, personalization, exclusivity and privilege. In many ways, this model needs to be revisited following the pandemic, which has underscored the importance of mission-driven and inclusive business models.

Today, sustainable luxury is about more than just creating products responsibly - it’s equally about collaborating with like-minded partners to build a better future for all stakeholders. Companies that embrace this philosophy are setting the standard for how luxury goods should be produced and consumed in the 21st century. By employing responsible production methods, reducing waste and considering their environmental and social footprints, these companies are ensuring that their products remain desirable and eco-friendly for years to come.

Furthermore, sustainable luxury brands are not only committed to environmental protection but also to social responsibility. Through initiatives such as employee development and training programmes, partnerships with local communities and charities, as well as initiatives aimed at promoting diversity and inclusion in the workplace, these brands are showing that luxury can be more than just a status symbol - it can also be an avenue for making positive changes in the world.

It's clear that luxury must evolve if it is to remain relevant and attractive in the coming years. Sustainable luxury is proving itself to be the way forward for many contemporary brands, as they work to create meaningful experiences and products that customers can appreciate both now and in the future.

Art and artisans can play a central role in helping the luxury and lifestyle industries define themselves going forward. An illustrative case study in this respect is the strategy of Louis Vuitton, Hermes and Chanel in Japan in the 2000s, who decided to use their stores to display cultural artifacts. Their strategy was to create an atmosphere of luxury as something that transcends the material, reaching out to customers through meaningful and memorable experiences.

Other brands are looking for ways to strengthen and diversify their sustainability credentials by creating sustainable product lines or engaging in collaborations with NGOs and artists. These collaborations are often aimed at inspiring customers to think differently and create an emotional connection with the brand.

Ultimately, luxury brands today need to balance the traditional codes of exclusivity and privilege with a sense of sustainability, meaning and purpose. By integrating art and culture into their narrative, they can find ways to redefine their proposition in meaningful ways while also meeting their sustainability goals.

This is a challenge that luxury brands must confront if they are to remain relevant and attractive in the post-pandemic world. In doing so, they can create lasting value both for their customers and the environment.

One of the recent missions of VIVACE focused on helping an artist develop collaborations centered around the idea of solidarity. It includes a proposal for the development of a gallerie solidaire, which allows customers to discover and purchase works of art, the proceeds of which are donated to charity that is chosen by the artist and the brand in question. This is a powerful way to bring together luxury and sustainability while also defying traditional stereotypes of exclusivity.

Ultimately, art and culture have the potential to bridge the gap between luxury and sustainability in meaningful ways that can redefine the industry for the better. By leveraging it, brands can create genuine emotional connections with their customers and reaffirm their commitment to a more sustainable future.

CPM