by Elena Reforsado
Haute couture, a term coined by the French designer and "King of Fashion," Paul Poiret, refers to the luxurious clothing lines produced by the leading houses in the fashion industry.
These high-end brands ignited a new meaning in the culture and created a desire to own them for those who wished to carry the embodiment of art de vivre and poise.
With Poiret’s ground-breaking designs, including the transition from tight-fitting corsets to lampshade tunics, it is easy to say that he influenced the evolution of haute couture and the level it has reached today. But with sustainability and eco-consciousness on the rise, can couture still be couture?
Christian Dior, Guccio Gucci, Coco Chanel, and Miuccia Prada are just a few of the iconic pioneers who have ingrained their names in the high-end fashion industry.
With their clientele holding them to the highest standards, these designers utilised only the “best” quality fabrics. Unfortunately, these materials were often unethically sourced, costing the lives of innocent animals.
Ostriches, alligators, and stingrays were tortured and reborn into exotic leather handbags, wallets, and shoes. Minks, rabbits, raccoons, and foxes were killed to create the infamous plush and warm fur coats and scarves often worn by luxury consumers.
These elite materials are often acquired from the Amazon biome, which has strong correlations to deforestation in Brazil.
To make matters worse, unsold goods are burned instead of donated to maintain exclusivity within the brand. And as the scope of fashion brands’ clientele grew, so did the discovery of their malpractices.
News of the fashion industry’s immoralities spread like wildfire throughout the media, which soon resulted in protesters defaming the name of couture.
With boycotts, petitions, campaigns, and the crashing of model runways, couturiers were forced to adopt a more eco-friendly approach to save their brands’ reputations - while still being up to par with their clientele’s expensive tastes and without compromising their credibility.
Gucci was one of the first pioneers to take the bold step of proving that a luxury fashion house can transition while still maintaining its image.
Seeking to capture the hearts of eco-conscious consumers, Gucci now has a strict policy of implementing low-waste cutting techniques into its system to protect biodiversity.
In 2017, Gucci permanently eliminated fur products from its line and has found new routes to ethically obtain materials for its bestsellers, including its renowned GG leather belts and handbags. The brand has even introduced a clothing collection dedicated to sustainability, featuring products made with organic and clean fabrics for those who wish to shop with ease, without worrying about their carbon footprint.
On top of this, Gucci has implemented a ten-year sustainability plan to reinforce a culture of purpose, which can be read in Gucci Equilibrium.
Living in a consumerist culture, it was inevitable that nature’s harmony would eventually be disrupted.
However, with environmental awareness now easily accessible through social media, influencing the masses to make greener choices, sustainability has become one of the driving forces behind product sales.
As more powerhouse fashion designers embrace sustainability, the intersection between high fashion and eco-consciousness proves that the two can coexist.