According to Vogue Business, luxury brands such as Burberry, Hugo Boss and Hermès have used words related to ‘environmental’ and 'sustainability' continuously in their annual corporate reports.
This is in large part due to the increase in consumer awareness about using more sustainable methods to create products. A Nielsen survey from 2018 revealed that customers are more likely to purchase products when they know they are able to decrease their environmental footprint.
However, a challenge that luxury brands currently face is how to actually create long-lasting sustainability solutions. Many fashion brands are hesitant to discuss environmental initiatives as they are worried about only appearing concerned on the surface of the issue.