By Sihem Dekhili, Professor of Sustainable Marketing, Research Director, Head of the Ethical Fashion and Ecological Consumption Institute (MECE) - ESSCA, and Mohamed Akli ACHABOU, Professor of Strategy, CSR and Ethics in Corporate Marketing

As Paris Fashion Week gets underway, the luxury goods sector must rise to the challenge of sustainability. While it has made undeniable efforts in this area, it must now convince consumers of the merits of its approach.

Are luxury and sustainable development compatible? The question is made all the more acute by the fact that the values of luxury can seem contradictory to those of CSR.

Hence the many debates on the subject in recent years. Today, this question no longer arises so much, as luxury companies' commitment to sustainability has become a strategic imperative.

In the fashion industry, CSR is increasingly seen as an essential component in redefining business models. This is all the more true in the case of luxury goods, which should play a leading role in promoting sustainability, according to many players (NGOs, public institutions, academics).

There are several reasons for this. Firstly, the exemplary nature of this sector and its power to influence. Luxury occupies a central place in consumer societies, thanks to its visibility and symbolic power.

Secondly, the international influence of luxury extends beyond national borders. Finally, its financial strength helps to invest in sustainable innovation.

While in the recent past, the sustainable commitment of luxury brands was mainly through corporate philanthropy, their scope of action has gradually broadened.

The excellent quality and timelessness of luxury products have facilitated the development of new business models based on optimizing use. The first of these is repair, considered one of the cornerstones of the new paradigm of programmed sustainability. In 2023, for example, the LVMH Group awarded its Innovation Prize to "Save Your Wardrobe", a London-based repair platform. Bernard Arnault, the group's CEO, declared: .../...