A new website, Positive Luxury, has recently launched. It is:
“…a daily lifestyle magazine combining glossy editorial with luxury shopping and the social environmental responsibility of brands at a click…”
The new e-magazine hopes to highlight luxury brands that are already using environmentally-sound practices, as well as encouraging others to do so. The CEO of the company, Diane Verde Nieto, said in this interview:
“People want to feel proud of the brands they buy, and they want to be sure about the credentials of those brands without paying more or sacrificing on style.”
I have written about the issue of sustainable luxury previously, such as in this post, where I argue that there is a strong case for luxury goods being more ‘sustainable’ in certain cases, whether because they use better sourced materials, they up-cycle (turning unwanted materials into new materials or products of better quality) or because they may use skilled staff who are paid more.
Running a luxury brand in a ‘sustainable’ manner also makes sense from a marketing point of view – critical articles such as this one from the Guardian can cause repuatational damage to brands that could disadvantage them as they compete for global customers.
I believe that we will be seeing more talk of ‘sustainable’ or ‘ethical’ luxury as time goes on, and I think Positive Luxury is just a tip of this trend.