– at least for luxury brands. The Financial Times Business of Fashion supplement reports that luxury brands hide that they are actually acting green so as not to look naff.
After all, “cheesy” doesn’t sell clothes. Sex and glamour do and, like it or not, those are not the first words that come to mind when you hear the words “social responsibility” or “green consumers”.
Surely that will change. Green luxury products may even become, well, another fashion trend.