The global fashion industry accounts for 10% of total annual carbon emissions. In 2021, Chanel announced the cessation of using rare animal fur and leather, sparking controversy over the environmental transformation in the luxury industry. This study focuses on the "cultural paradox" in Chanel's eco-friendly transformation of its tweed fabric, revealing a path for reconstructing sustainable luxury value. A mixed-method approach was adopted, including collecting valid questionnaires and conducting interviews with professors. The study found that there is a structural conflict between environmental practices and brand exclusivity; however, this can be transformed through value reconstruction by converting eco-technologies into new symbols of scarcity. At the same time, generational gaps exist in the acceptance of sustainable materials. This research offers several pathways for luxury brands to balance traditional exclusivity with sustainable innovation. It aims to respond to the urgency of global climate crises, decode contradictions between sustainability and luxury, reshape eco-technology as a new standard for luxury, and open up sustainable premium avenues for the luxury industry.
Cheng Wei (Mon,) studied this question.
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