Luxury has always been synonymous with the terms expensive, status, power and exclusivity. While the luxury consumer of the past was the extremely wealthy and still represents an important segment, they are no longer the only audience in town. There are younger consumers, especially millennials that are making up an increasingly large share of the luxury market.
Would this segment of consumers be interested in sustainable or ethical fashion?
Sustainability is a concept with many definitions and its application in fashion involves diverse outlooks, covering environmental impact of materials, social justice and issues concerning labor rights. A topic that is so widely covered in conferences & creative interventions around the world and yet remains a mystery to most.
It is mostly since there is a lack of knowledge of sustainable fashion and the destruction caused by the fashion world to the environment. The perception of products and their accessibility, availability and pricing also play a big role in a sort of ignorance towards sustainability.
The consumer’s mindset in a developing country like India is most interesting and different age groups and social strata of society reveal the complexities of contemporary consumption behavior.
While the discovery is slow, it is steady. This movement is gaining momentum with celebrities endorsing the cause of responsible consumer behaviour via digital media and popular brands promoting it via ad campaigns.
Even though the majority of society does not really understand or worry about the repercussions of their actions, there is a growing number that would be happier to choose products wisely. Knowledge is key to the growth of the sustainability movement to empower consumers and future designers in society.
The more endorsements and popularity that this wave of ethical fashion gains the more people would want to adopt it and luxury would have a whole new meaning – sustainable and responsible. The design courses at IILM are geared towards inculcating these very ideas in our students.
