The Sustainability Scam in Luxury Fashion

The Problem: Hypergrowth vs. Sustainability

The word “sustainability” has become a powerful tool in luxury marketing, but there’s a fundamental contradiction most people don’t see. These brands are built to grow—20% to 30% every year. Even when LVMH called 2025 a “down year,” it still sold €80.8 billion worth of products. More production means more leather, more bags, and more waste. Recycling a fraction of what’s produced doesn’t offset the massive environmental footprint. The reality is stark: the scale of luxury production far outpaces the small steps brands highlight in glossy sustainability reports. What looks like responsible business is often just a drop in the ocean compared to the magnitude of global production.

The Argument: From Craftsmanship to Mass Consumption

Once upon a time, leather businesses were small. Artisans worked in workshops with short supply chains, face-to-face accountability, and ethical labor practices. Waste was minimal, and growth was modest but sustainable. Today, hypergrowth dominates. Brands are incentivized to crush smaller competitors, scale massively, and convince consumers they need more than they ever did. Social media and the attention economy amplify this: tech platforms capture your focus, sell it to luxury brands, and present you with “sustainable” marketing messages that encourage overconsumption. The result? You buy something you didn’t need—often because a green label reassures you it’s the “right” choice.

The Exposé: Sustainability Isn’t Simple

Let’s be honest: true sustainability is complicated. Some argue leather can be a sustainable material when sourced responsibly. Others, like Stella McCartney, reject leather entirely, promoting plastic-based alternatives. Both sides have research and evidence to support their claims, yet reality remains complex. Nature doesn’t fit neatly into marketing campaigns or growth spreadsheets. The hard truth: you cannot have exponential corporate growth and full sustainability simultaneously. When brands worth billions place “sustainable” front and center, it’s rarely science—it’s marketing. Hypergrowth and sustainability are mathematically at odds.