I aim to instigate a paradigm shift in luxury fashion, specifically, how 'luxury' and ‘sustainability’ can be an organic alliance. Through my project, I demonstrate that they don’t have to be mutually exclusive.
I explore how transparency, circularity and ethical business practices can pivot the industry towards a more equitable future for everyone. Through my hypothetical brand, House of Roscoe and consequent launch campaign, I show how contemporary collections for the modern man can be cutting edge and original, without harming the planet or the people. My brand’s business model is built for the circular economy. With this, I aspire to galvanise the industry into action and provide the blueprint for a new era of luxury.
Sustainability and luxury fashion have not always been compatible. I was inspired by those that seek to change this (Bethany Williams and Bolt Threads). As conceptual notions, ‘sustainability’ and ‘luxury’ do not always align. They are discursive, having conflicting definitions and applications. Concerning fashion, these terms, have recently begun to merge creating a new sector for exploration. It is this sector I investigate in depth through this project.
At present, the global economy relies on a system that exploits workers, accelerates abatement, drives CO2 emissions and depletes resources among other issues. My project addresses problems not just the fashion industry faces but the whole world. House of Roscoe showcases what’s possible with conscientious luxury and accelerates the transition from an exploitative system to an ethical and sustainable model.
House of Roscoe’s target audience is affluent men aged 41-55 years old, their behaviour is materialistic and competitive and consumption is based around status and luxury items. My brand would inspire the target audience to contribute to society, instil a culture of philanthropy within them and allow them to reflect their newfound values to peers. The goals and strategies in place would ultimately lead back to how we can implement positive change within the industry and consumers' behaviour. Through the members club, the idea is that my target audience could very well end up being investors in any one of the supply chains I am trying to establish. To launch the brand I would conduct a multi-channel marketing strategy in three phases, pre-launch, launch and post-launch. This procedure would ensure I retain customers and keep positive advocacy going at each stage. Each phase would incorporate various promotional channels consisting of advertising, public relations, direct marketing and sponsorship.