“You represent the generation with the opportunity to influence big premium brands. By 2025, half of luxury consumers will be Gen Z. Do you realise the power you have?” questioned Inès Ennaji Chaibi, Global Business Manager at Monogram Paris, a resale platform for luxury second-hand clothes and accessories. She was addressing a crowd of talented students gathered to assist a conversation organised at Istituto Marangoni Paris, focusing on circularity and new eco-responsible projects in the premium market.
Students engaging in a conversation on responsible initiatives within the high-end market, hosted at Istituto Marangoni Paris
The round table provided valuable insights into sustainability-related business models. If you miss it, don’t worry – we’ve got you covered. Unravel your role as luxury fashion and beauty superheroes by rewriting the responsible rules of the game.
Green is the New Glam: Gen Z’s Sustainability Concerns Redefining Luxury Market Values
Consumers’ expectations in the fashion and beauty luxury industries have evolved significantly over time. Today, consumers expect that the clothes or cosmetics they purchase comply with strict environmental responsibility criteria. They seek the specific origins of the components used, such as the yarns in a jumper or the botanical ingredients in a beauty product.
Gen Z consumers increasingly demand that the products they buy adhere to stringent sustainability standards
Absolute transparency in manufacturing processes is now a priority. Consumers desire assurance that the accessory they wear has a substantial history, as longevity is considered a key criterion of luxury.
A moment from the conversation at Istituto Marangoni Paris
From Scraps to Brilliance: Circular Business Models Fueling Emerging Creativity
“The circular model is gaining immense popularity,” explained Marie Falguera, co-founder of Nona Source. This platform sells deadstocks from renowned maisons within the LVMH Group, such as Dior, Celine, or Fendi. “It embodies a sense of community and sharing. We target young brands and emerging fashion designers, offering fabrics that might otherwise be out of reach, thus adding a creative boost,” she added.
Fostering innovation through circular business models
However, does this opportunity encourage them to reconsider their creative process, starting from scratch? “Yes, the designers who come to us often draw inspiration directly from the fabrics. The spark that ignites the idea for a collection can originate from the raw material rather than external influences,” concluded Marie Falguera.
Beyond the Hype: Unlocking Honesty in Fashion and Beauty with Blockchain-Based Traceability
More generous and authentic, luxury is now embracing a language of sincerity. This was exemplified by the words of Marie Hélène Lair, Clarins’ Responsible Innovation Director, who explained that cosmetics are entering the blockchain era for the first time with T.R.U.S.T.. By scanning the QR code, consumers can learn about the origin of the ingredients in their skincare, including the smallest details, from harvesting to extraction. Although it required significant effort, the pioneering French cosmetics company deemed it necessary to instil complete confidence in their customers. However, such a commitment also entails difficult choices. “We parted ways with suppliers who did not align with our criteria,” stated the manager.
Tommaso Sica, Head of Circularity & New Business Models at Chloé
Chloé has also adopted the same vertical process. Tommaso Sica, Head of Circularity & New Business Models at Chloé, emphasised this during the round table organised by Istituto Marangoni Paris. “‘Vertical’ is the name of a collection launched this spring, for which we decided to use materials such as leather, linen, or silk, tracing all the stages from the fields or farms before arriving on the item. Each product has a digital passport that the customer can read. It’s a new way for us to interact with the public and a long-term commitment to improving our environmental impact.”
Not Just Circularity: Unveiling Second-Hand as a Timeless Love Affair with Luxury
Reselling second-hand, certified, and controlled clothing and accessories, as done by Monogram Paris, helps to re-establish the bond between consumers and luxury brands.
Inès Ennaji Chaibi, Global Business Manager at Monogram Paris
“Beyond the circular model, we show that a luxury item is passed on over generations and is not confined within the perimeters of trends. It is a validation of their intrinsic and timeless value, of the history they possess. Young people are seeking these extra emotions,” stated Inès Ennaji Chaibi.
Revealing the enduring romance of luxury through the embrace of vintage treasures
Gen Z Superheroes: Unleash Your Power! Demand a Responsible Revolution from Brands (and Consumers)
A recent WWF study reveals that each person in Europe discards about 12 kilos of clothing each year, with only 1% being recycled.
There is certainly still a long way to go. And this is where Gen Z can deploy its superpowers: changing mindsets and influencing the behaviour of both consumers and brands.
Silvia Manzoni
Journalist and Beauty Expert, Paris