The new luxury will be the vintage. A large number of podcasts and startups believes that due to  the sustainable vision assumed by Gen Z, the fashion industry’s trying to find new ways to amaze customers by assuming an attitude of  “zero waste”. Every brand had to face this problem and one of the perfect solutions could be second-hand pieces. The sustainable company “The RealReal”, gives new life to pieces by brands as Gucci,  one of the most mentioned brands in the world.                                                                                                                                 

           

The second-hand market is increasing day by day, and also luxury brands are starting to understand that, like Stella McCartney, Burberry or Cartier.

Thanks to a research made by the “Boston Consulting Group ”, we know that 80% of Gen Z don’t like to buy fast fashion, they point at second-hand clothes. Same situation  is for fast food because  teenagers are starting to feel guilty about the waste, assuming a sustainable reserve attempt. Therefore we have to break down prejudices on recycled shopping, if luxury brands are doing it, we can too.

we’re living an explosion of second-hand clothing. COVID-19 forced brands to reinvent themselves by becoming more creative than before; stylists started to research some ideas from their own archives, proposing what was used to assume a zero waste vision.                                      A british photographer, Oliver Hadlee Pearch made a revolutionary shooting for “more or less” magazine, in which a model wears a dress made only  from cans and recycled material. One of these photos went viral on instagram and became the emblem of the destructive effects the fashion has had on the environment.

                                                  ( O. H. Pearch x More or Less magazine. model: Edie Campbell)

Brands stated to  conceive the word luxury as a connection between joy, environment and sustainability. Because of the pandemic the work of factories has slowed down, changing the course of things by a collective awareness. New ways are open everyday, nowadays there’s the chance to buy second hand pieces in the official channels of historic brands.  

The fashion industry must lead customers on this path to defeat the monster of  consumerism.                                                                                     

 

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