As consumers’ growing demand for sustainable fashion has increased exponentially over the last few years, brands have had to reconsider their brand and products in the fashion industry so that not only will they be able to turn a profit, but they can give consumers exactly what they are looking for. However, sustainable fashion can also come with a pretty hefty price tag.
With the COVID-19 pandemic changing the buyer landscape and a higher eco-consciousness level, more consumers are looking for sustainable options in the market. While more companies are presently eco-friendly, the problem that consumers and brands alike face is the price. According to a report about sustainability in fashion retail, it seems that while consumers generally consider a brand that promotes sustainability, only less than a third of consumers are willing to pay for more eco-friendly products.
Many questions the reasons why sustainable fashion is still so expensive and relatively unobtainable. The main reason ties into one of the basic economic principles: the inverse relationship of supply and demand. Unlike fast fashion, where the supply is generally abundant depending on the company, the need for it will decrease. Alternatively, if the supply is low, the demand will increase, giving fashion brands the ability to set their price point at a higher level.
Another possible explanation for the expensive pricing is the issues brands face, such as the cost and availability of sustainable materials. However, as innovations become more readily available, the perception that sustainable fashion is expensive will become obsolete.
One company that hopes to change that perception is Lumiere Paris. The company is a premium sustainable women’s fashion brand that uses environmentally made materials in Italy using sustainable fabrics manufactured from recycled ocean plastics. They also donate a portion of their profits to clean up the ocean and plant a tree for every order they ship.
Its mission is to be the voice of transformation through innovation in the fashion industry. They continuously challenge, push boundaries, and lead the revolution in the conscious consumer’s new era. Lumiere Paris’s choice to produce premium luxury collections that reflect the unique ethical and environmental conscience of the world we live in at the moment is a reflection of positive luxury values like genuine integrity and industry-leading craftsmanship demonstrating positive social and environmental impact. The company believes that every design and product choice they make within the company can impact the foundation of their future and contribute to a sustainable world for future generations. Not only do they use environmentally friendly materials, but they have also pioneered the use of alternative innovative technology materials with a cutting-edge business model to combine luxury fashion with ethical standards.
From ethical manufacturing processes to their innovative fabrics and 100% recyclable packaging, Lumiere Paris considers everything to represent the premium feel, elegant look, and honest working environment. Their garments are made from a unique Italian fabric with ECONYL® yarn at its core, which turns plastic misuse discarded in oceans into a fashion-led solution. The 100% recycled material repurposes anything from fishing nets to plastic bottles and fabric scraps to reduce nylon’s global warming impact by up to 90%.
Their garments are not just eco-friendly. They are also ultra-thin, soft against the skin, breathable, and their muscle-compressing properties work to decrease lactic acid production in the body, aiding in recovery time. The fabrics are formulated with UPF50+ UV protection, making them highly resistant to color-fading chlorine and sunscreen lotions. They have also been certified STANDARD 100 by Oeko-Tex, which means every element has been tested for safety to human health and the Global Recycled Standard.
When it comes to creating a sustainable fashion brand, many companies have adopted the mantra “buy better and buy less.” While this means that consumers who have been used to low prices providing by “fast-fashion may have to pay more to ensure the garments are being produced as sustainably and ethically as possible, it also means that they are investing in a product that they can wear for more extended periods and sticks with their personal views on sustainability.
According to Brittany Burns, director of the strategy and corporate development at non-profit Fashion For Good, there needs to be a cumulative and massive shift of consumer behavior to make sustainable fashion affordable. Ultimately, it all boils down to what the consumer demands. As demand evolves, the fashion industry needs to find ways to match that demand, which will lead to brands investing in more sustainable materials and innovations to create their products; that process will result in prices of materials fall causing the prices of products to fall, making sustainable fashion a more common occurrence.
Fashion brands like Lumiere Paris have not only provided a cost-effective way for consumers to obtain sustainable fashion, but they have also gone one step further to protect the earth by donating a portion of their profits to Ocean Clean-Up Projects, whose goal is to end plastic pollution and foster sustainable communities across the globe. Besides, they work with organizations that support the United Nations of the Billion Tree Campaign to plant one tree for every package they ship.
Through education, activism, advocacy, and science, Lumiere Paris is dedicated to inspiring change in consumer behavior, corporate practices, and public policy. The eco-friendly fashion brand is a symbol of dedication to the future of fashion and our Planet.