CIRCULAR ECONOMY – THE NEW CORNERSTONE OF LUXURY BRANDING
In recent years the luxury and fashion sectors have increasingly been placing sustainability, materials regeneration, renewable energy, and slow fashion on their agendas. And in representing different sides of the same square, the various aspects are gradually becoming aligned under the singular vision of a Circular Economy.
The main arguments are already well-known. We should be buying less frequently, and getting more use out of each item. Manufacturers should be creating new materials with less damaging processes, and be recycling those materials once an item’s usable life has ended. The cumulative result - a hugely important reduction in the massive wastage of the materials that are currently being sent to landfill.
The Mithi river which passes through the heart of Mumbai is in the "highly polluted" category.
Until now, despite growing levels of discussion, wide-ranging action has been limited to a small number of enlightened designers and brands such as Stella McCartney, Patagonia, and Ecoalf, as well as materials manufacturers such as Econyl, re:newcell, and Tree To Textile, and charity organisations such as the Ellen MacArthur Foundation.
But the times are changing.
The new realities of our lives under Covid-19 are normalising Circularity practices in ways that we could never have imagined just a few short months ago. Consumers are getting more use out of fewer garments, and now have an unprecedented level of consciousness about their natural environment. For many, the impact on future brand choices will be significant; not only will they actively seek out ‘Circular’ brands, they will also be prepared to pay a premium for them.
As a luxury branding agency based in London, located far from most manufacturing plants, SUM views Circularity in the broadest possible terms, as a way of thinking that can make a valuable impact across all aspects of tomorrow’s new brands. The challenge will be to weave the approach across the entire supply chain. From strategic planning, to choices of fabrics and packaging materials, through to storytelling, brand design, and marketing campaigns, Circularity should be playing an important role at every stage.
For luxury and fashion brands the Circular Economy is going to very quickly become part of the here and now.
An image from our launch campaign for Kōraru - a new circular swimwear brand
SUM has been involved in the launch of Kōraru - a new circular swimwear brand for which we were involved in all branding aspects, including naming, strategy, website development, content creation, and Social.