In an industry where commercial interests wield a decisive influence, a sustainable vision emerges as a contrasting voice and perspective. Addressing ecological, social, and cultural concerns has primarily translated into implementing sustainable measures through the business lens in the luxury industry.
The laws of ethics: Building a Future of Conscious Fashion
Focused on operational sustainability, LuisaViaRoma has implemented highly recyclable packaging (99%), improving its footprint and advancing towards a less polluting future.
The group takes pride in pioneering the adoption of a human rights policy according to the United Nations. “We are measuring and reducing emissions and supporting projects for the environment and communities,” they share. The “LVRSustainable” section encompasses all categories (accessories, bags, clothing, shoes, jewelry and watches, beauty…), offering sustainable options accessible to customers. “When we started creating and developing the ‘LVRSustainable’ part, I tried to think like the customer. What would I want to find easily? I want advice on what to buy.”
“We believe in making tangible changes and have launched annual campaigns to drive sustainable fashion and gender equality. Our vision for the future goes beyond having a sustainable section. We want all fashion to follow this approach,” adds Maria Fernanda Hernandez, Head of Sustainability at Luisa Via Roma and LVRSustainable.
Transparency in the supply chain is a fundamental pillar. “In ‘Planet and People’, validation is based on certifications, such as GOTS for organic products,” explains Maria Fernanda. Authenticity and transparency, backed by certifications and documentation, are crucial in Luisa Via Roma’s sustainability strategy. The shift in demand for sustainable products did not go unnoticed. “There has been a very strong demand, the peak was after the pandemic. This change drove a conscious search for products, and Luisa Via Roma is constantly exploring new brands that meet these growing needs,” she points out.
Maria Fernanda at the forum The Future of Fashion held this past November 13th in Valencia. Photo: Brava Studio
“At LuisaViaRoma, people seek lifestyle, luxury, fashion, and products that provide a vision and offer a unique experience,” highlights Maria Fernanda. Now, this search intertwines with sustainability, challenging the traditional notion that sustainable products are boring.
Traceability, from packaging to logistics and shipping, is at the core of their efforts. “We are adopting a self-assessment approach to improve our environmental footprint,” says the LVR sustainability director. From choosing FSC-certified (Forest Stewardship Council) materials in packaging to exploring projects to quantify emissions, LuisaViaRoma strives to reduce its impact. Seeking suppliers who share this commitment and have backed certifications ensures that packaging is fully recyclable. Efficiency in this process is essential, avoiding complications for consumers when dismantling or separating parts of the packaging that may affect recyclability.
LVR Sustainable features a wide range of sustainable brands that consider the environment. Not only do they feature fashion designs, but also home decor.
Measuring and structuring processes are essential tools on this sustainability journey. Evaluating and quantifying emissions resulting from operations enables informed decisions on how to reduce this impact. In those aspects unalterable by the core business, exploring additional projects to offset emissions presents a promising avenue.
Regarding brands and designers who share concerns for sustainability, Maria Fernanda highlights: “From the most well-known in the sustainable luxury world like Gabriela Hearst or Stella McCartney to brands like Themoirè or Under Protection, they are creating a strong structure. As consumers, we have a significant responsibility. It is up to us to be more critical and give opportunities to brands that are fighting against the marketing of giants.”
LVRSUSTAINABLE X OXFAM: Support the woman-to-woman counseling campaign
From November 29, 2023, to February 1, 2024, by purchasing sustainable fashion at LVRSustainable and LVR, you support the woman-to-woman counseling and growth campaign.
This initiative goes beyond individual empowerment and reflects a collective effort to promote gender equality. “By choosing sustainable fashion, we not only support companies committed to protecting the planet, but also those committed to protecting people,” Maria Fernanda adds. The campaign encourages transitioning to companies that prioritize environmental sustainability and women’s empowerment.
LVRSustainable’s support for this Oxfam initiative plays a fundamental role in turning dreams into actions, allowing women to share their knowledge and skills with other women to start their own business projects. Together, they promote a community of empowered women and sustainable businesses, contributing to a fairer and more conscious future, with a positive impact on the entire community and contributing to strengthening the economic system.
A Path of Sustainability in Global Luxury
Educating consumers about the importance of choosing sustainable products is a mission that LVR carries out with passion. “The ‘Aftercare’ section is a project I am promoting to educate customers about caring for high-quality garments,” she mentions. Education is not limited to purchase but also to how to care for, wash, and dispose of garments, recognizing that each action has an impact.
LuisaViaRoma is committed to offering sustainable products, as well as providing advice on maintaining each piece of clothing in good condition.
Regarding the future of e-commerce platforms in the context of sustainability, Luisa Via Roma projects continued leadership. “We are completely leading in sustainability. We want all our progress to follow this approach. Although we compete with stronger budgets and competitors, our aspiration is for sustainable fashion to be the norm, not the exception.”
In the luxury world, awareness is on the rise. “There are more and more laws, and customers no longer buy luxury if there is no ethical experience,” she notes. Transparency becomes imperative, and luxury brands have a responsibility to provide it. LuisaViaRoma is not only at the forefront of luxury fashion but also leading a shift towards a more sustainable and ethical industry. With Maria Fernanda at the helm of “LVRSustainable,” the vision of a future where sustainable fashion is the norm seems more achievable than ever.
