Should We Still Buy Luxury Brands?
By Christian Wabenga / July 31, 2024
Fashion has always captivated me. Since my high school years, I have been mesmerized by the catwalks of Paris Fashion Week. I remember meticulously watching Olivier Rousteing's shows for Balmain with great admiration. The craftsmanship behind each piece amazed me. I used to tell myself, "One day, I will buy clothes from those houses," but now, I'm not so sure.
As I grew older, I began to understand myself better and determine where my values lie in terms of fashion. It appears that I am not alone in this reflection, as many people today are increasingly engaged in sustainability. Consumers are already altering their behaviors. In 2022, fashion accounted for 48% of second-hand sales, with a growth of 12% over the year. On another note, Vinted has become the leading textile retailer in France according to Médiamétrie.
Luxury brands like Marine Serre have grasped the importance of sustainability through her upcycling processes, which are central to her work. However, other brands struggle to adapt. In mid-March 2024, Italian police raided a factory complex where dozens of workers were found producing leather bags and accessories for Dior. This shocking revelation threatens the brand image and reputation of the luxury sector, leading me to question the authenticity of the craftsmanship these houses claim to uphold and reflect on the industry's current state.
We observe a corporate approach to fashion adopted by luxury brands and the broader fashion industry. Smaller brands are finding it difficult to compete, and the gap between them and the top 10 brands continues to widen. Fast fashion giants like Shein are dominating, while luxury houses scramble to keep up by launching more collections.
In my view, smaller independent brands have a unique opportunity to transform the fashion narrative and ecosystem by prioritizing creativity, transparency, and collaboration. Consumers are already demanding changes, indicating a clear shift in the fashion mindset. This could pave the way for a more ethical and sustainable future in fashion.
Therefore, the question of whether we should still buy luxury brands does not have a straightforward answer. While the craftsmanship of luxury fashion remains undeniable, the ethical and sustainability issues surrounding some of these brands cannot be ignored. It is crucial for consumers to be more discerning and to support brands that align with their values. Smaller, independent brands that prioritize transparency, creativity, and ethical practices offer a compelling alternative. Ultimately, the decision rests with us as consumers to drive the change we wish to see in the fashion industry.