Luxury has long been synonymous with craftsmanship, exclusivity, and heritage. Yet, in today’s climate-conscious era, the industry faces an undeniable contradiction: while brands publicly commit to sustainability, their underlying pursuit of profit remains unchanged. Consumers, too, exhibit a paradox—demanding ethical responsibility from brands while continuing to prioritize aesthetics, status, and convenience over sustainable choices.

The Illusion of Sustainability

Despite the industry's increasing focus on sustainability and significant investment in environmental initiatives, most consumers do not consider it a determining factor in their purchasing decisions. As Robert Williams and Simone Stern Carbone highlight in Inside Luxury’s Slowdown, many buyers still prioritize price and design over ethical concerns. This disconnection raises an important question: is sustainability in luxury a true commitment, or just another marketing tool?

Independent consultant Leslie Johnsen critiques the industry's constant production cycle, arguing that real sustainability would require luxury brands to slow down. "If the industry focused on creating beautiful, high-quality pieces rather than chasing endless growth, we’d be in a much better place," she explains. But slowing down contradicts the economic reality of high fashion. Baron Osuna, Horizons Headquarter Manager at Louis Vuitton, defends the industry's pace, asserting that the constant influx of collections keeps brands relevant. His perspective reveals another issue: sustainability is rarely a deal-breaker for consumers. "I’m rarely challenged about sustainability when discussing our efforts," Osuna notes, suggesting that while sustainability is a concern, it lacks urgency in consumer discourse.

Second-Hand Luxury: A Contradiction?

The rise of resale platforms like Vestiaire Collective and The RealReal has further complicated the sustainability debate. Does second-hand luxury democratize the industry, or does it dilute exclusivity?

For some, vintage shopping enhances luxury’s appeal. "A rare vintage piece is more exclusive than anything mass-produced today," says Anastasia Herea. Others, however, argue that luxury is inseparable from ownership and pristine condition. "For me, true luxury is something that is mine alone—chosen in-store, untouched by another person’s history," states Ella Zaoui.

Brands have responded to the resale boom with mixed reactions. While Hermès has maintained its distance, Gucci and other houses have launched their own resale platforms, seizing control of the pre-owned market. Johannes Wilbrenninck notes that resale is no longer an afterthought:

The Future of Sustainability in Fashion

Luxury brands stand at a crossroads. The industry can no longer ignore sustainability, yet consumer behavior and business models resist fundamental change. For some, the solution lies in aligning sustainability with luxury’s core values—exclusivity, craftsmanship, and longevity. Ines Villar suggests that embracing quality and durability can be a strategic advantage: "Soft luxury brands should create their own resale platforms, reinforcing their heritage and ecological commitment."

But at its core, sustainability in fashion remains a contradiction—an industry that thrives on desire and novelty struggles to reconcile itself with the principles of restraint and responsibility. As the conversation continues, the real question emerges: is luxury willing to redefine itself for a sustainable future, or will it continue using sustainability as just another selling point?