LV Shanghai

Source: Shanghai Daily Photo: China Daily

Sustainable fashion often conjures up images of uncomfortable, unflattering hemp clothing designs or semi-precious, ethnic style hand-made jewelry rather than luxury. In recent years, thanks to the growing market for sustainable fashion goods in the west, advances in sourcing, design and production have led to brands creating sustainable alternatives that are equal to, if not surpassing the creativity, designs, styles, quality and value of conventional luxury fashion products. When LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury products group takes a stake in Edun, the ecological and ethical fashion brand created by rock star Bono and his wife, Ali Hewson, it’s clear there’s a growing level of awareness and a shift in consumer demand for sustainable fashion (along with a tinge of guilty conscience on the part of conventional luxury fashion, perhaps?). Hopefully, this will help to improve attitudes towards sustainable fashion in Hong Kong and the rest of Asia, where fashion is heavily influenced by the west and demand is largely associated with brand image.

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