In a world dominated by instant comforts, there are visionaries creating a new way of living. An emerging reality where exclusivity merges with the essence of sustainability, redefining the concept of luxury.
I remember that morning, going through wardrobes with her. She was determined to create more space, to better organize her belongings. With a sweet nostalgia in her eyes, she carefully chose which items to keep. That was the moment I realized each piece represented a part of her story. Every object she touched was a journey into the past.
That day, my grandmother gave me some necklaces, a small handbag, and a beige belt embroidered with flowers from her youth. Now, her pieces live on with me, and on special occasions, I wear them as a tribute to the eternal sophistication of Elba Blanca. An elegance that remains intact to this day and will forever be engraved in my memory.
As we exchanged stories, I shared my plans for an upcoming trip to Morocco and she could hardly believe it. It wasn’t organized by a travel agency, nor did I have a map to guide me around the city. A stranger would pick me up at the airport and drive me to a hotel I had chosen based on the opinions of people I didn’t know.
Our beloved modern society
I can understand her astonishment. We live in a society of instant convenience, where any need, desire, or trip is just a few taps away on the mobile screen. Waiting for tailor-made outfits, tuning in promptly for the broadcast of a TV program, personally handling home repairs, or baking bread from scratch in the kitchen, are practices that generally belong to the past.
Depending on one’s generation, this may evoke nostalgia or seem like foreign soil. In any case, we can all agree that we live in a world of ultras: ultra-comfort, ultra-connectivity, ultra-consumerism, ultra-rapidity, ultra-information, and ultra-productivity. There are those, however, who row against the tide, clinging to the old ways, those that my grandmother remembers.
Sustainability is forging a new society
There’s a term often heard in the sustainability field: ‘being a futurist’. It’s not about being a science fiction fan or seeking tarot readings. Being a futurist means possessing the ability to imagine a better world and committing to actively work towards making it a reality.
Sustainability is a sport of visionaries who are designing a new society guided by common challenges. More than a sport, perhaps we could say an Olympics, where the outcome remains uncertain as to who will bring the finest technique or achieve the best results.
In search of a sustainable luxury
Luxury and sustainability are not commonly associated elements. In fact, it is easy to see sustainable luxury as an oxymoron. Private flights, scarce materials, and the excessive use of resources for individual benefit are clear examples of why it’s challenging to connect this industry with sustainability. Fortunately, there is a new trend emerging: the luxury of sensations rather than abundance.
A quest for experiences that provide physical and mental well-being, while maintaining the exclusivity that defines this industry. Consumers now seek experiences that allow them to disconnect from their daily routines and transport themselves to emotional oases. All this with a commitment not to harm the environment and its biodiversity.
Visionaries, creators, and emerging opportunities
Under this premise, new ways of enjoying and experiencing luxury are emerging. The offer is still limited but increasingly visible: healing experiences, vintage retail, gourmet gastronomy rooted in ancestral methods, and regenerative tourism. Luxury is now seeking wellness, moving away from the world of the ultras, and adopting more conscious practices.
This is exemplified by visionaries such as designer Gabriella Hearst, who challenges ephemeral fashion with pieces made sustainably, destined to last over time and transmit emotions between generations. Likewise, the Amaud brand proposes to honor the past by redesigning vintage kimonos recovered in Tokyo, giving them a second life.
In the field of tourism, the Belmond hotel chain revives the luxury of traveling by land rather than by plane, evoking the golden age of the Orient Express. On the other hand, Vestiaire Collective has established itself as the preferred choice for those who wish to buy and sell second-hand designer pieces with a guarantee. For interior design enthusiasts, Vinterior demonstrates how the passage of time enriches furniture with unique charm, turning the acquisition of vintage pieces into a status symbol where history beats newness.
A new luxury with echoes of the past
This emerging trend is starting to blossom and already reveals the promise of a sustainable luxury that reconnects us with traditional practices. We will continue to seek the aspirational, the select, and the highest quality, while incorporating new elements such as personal and environmental well-being, all while honoring the longevity and history of each element. Reliving emotions through each piece, garment, painting, or piece of furniture that accompanies our lives. I hope one day to mirror what my grandmother did: offering a piece of her story and allowing me to begin my own.
