Princess@Work - Is sustainable luxury sustainable?

Princess@Work Is sustainable luxury sustainable?

Tags: Six Senses resort | sustainable luxury

Written by Tengku Zatashah

Monday, 25 May 2009 00:00

Luxury is synonymous with excessive consumption and superfluous materials — excess packaging, non-recyclable components, and large carbon footprint. So can the concept of “sustainable luxury” really work?

Well, I had the opportunity of visiting the 1.618 First Sustainable Luxury Fair held at the Palais de Tokyo in Paris from May 15-17. (The number is the mathematical ratio that defines a divine proportion as a universal key to harmony that originates in nature, and provides a formula for all artistic and aesthetical disciplines. This definition of the “Golden Number” aptly describes the positioning of the event.) A Six Senses resort

The exhibition presented the best products and services in luxury and sustainable development, supported by the French Ministry of Culture and the World Wild Fund for Nature (WWF). WWF, whose mission includes the promotion of sustainable consumption and production modes, took part in this event as it believes that “luxury brands have the means and the necessary authority to develop a more responsible, authentic and sustainable position for the production of luxury goods”.

According to the organisers, sustainable luxury “means and represents innovation, respect, ethics, the reorganisation of processes, (such as an ethical way of making jewellery, or electric-powered cars) human respect and reasonable consumption”.

The exhibition attracted a good turnout, with more than 6,000 visitors over the three days. The 10 exhibitors and one jewellery line presented exhibits that were not just innovative, but informative. They included:
•   Luxury eco-hotel group Six Senses (see pic). Based in Thailand, Six Senses actively supports the environment and calls itself a precursor of “intelligent luxury” in the tourism sector;

•   Sony, which showcased the first TV set using HCFL technology, allowing the consumption of energy to be cut by half. It also has a light sensor that automatically adjusts luminosity, as well as a sensor sensitive to heat and movement that turns off the TV when you are not in front of it and turns it back on when you are back;

•   Tesla Roadster, a 100% electronic-powered car with a Lotus Elise chassis, zero carbon emissions and the ability to accelerate from 0-100kph in 3.9 seconds;

•   Jewellery Ethical Luxury, which is part of the Green Gold Programme, has a limited edition collection of gold jewellery; and

•    Mathieu Lehanneur, a well-known French designer who presented products that raise questions on the relationship between modern man and nature, or at least what remains of it in our cities.

I had the opportunity to talk with the event organiser and founder of 1.618 First Sustainable Luxury Fair, Barbara Coignet, to find out what she hoped to achieve from the event. Coignet said she hoped it would inspire luxury goods and services companies to become more sustainable — whether it’s using alternative energy sources, manufacturing more energy-saving products, or being more environmentally aware.

“I wish our exhibitors could be examples that give other companies the motivation to integrate sustainability in their development. I would love it too if it could make people react and help them to consume meaningful products and services.”
Personally, I think sustainable luxury is indeed feasible and not just an abstract concept. Just because it’s luxury, it doesn’t have to mean waste. Occasionally, I enjoy buying luxury brands like Kiehl’s skincare, as I know their policy is green awareness, with programmes and initiatives that give back to the environment, such as planting trees. Likewise with fashion designer Stella McCartney who is against animal testing and fur — her cosmetics products are environmentally and ethically sound.

I also admire buildings that are architecturally sustainable as we save more energy, there’s less waste, and yet they look modern and futuristic.

I would encourage everyone to look carefully at the various brands out there in the marketplace that affirm this alternative way of living.

Luxury brands can be sustainable without “greenwashing” (the term used to describe companies that give an environmental PR spin to their products or services). At L’Oreal, as sustainable development project leader for communication, I had the privilege of working with the group’s environmental and sustainable development experts who are among the industry’s most respected. We were keen to promote sustainable development and the company’s achievements in concrete and absolute terms so that no one could accuse L’Oreal of “greenwashing”. Last month, in celebration of Earth Day, L’Oreal announced its long-term environmental plan which includes cutting greenhouse gas emissions, water use per unit of finished product and waste generated per unit, by 50% by the year 2015.

Sustainable luxury is about creating sustainability in one’s lifestyle and respecting the environment, yet still indulging in the little pleasures that life offers. So you can still buy the latest IT bag from Stella McCartney, but without harming the planet any further.

Tengku Zatashah, daughter of the Sultan of Selangor, has worked in London, Paris, Barcelona and Kuala Lumpur. As international corporate communications manager at L’Oreal in Paris from 2005 to 2008, she was in charge of sustainable development, HR, corporate and financial media communications. She is in the process of launching a venture in Malaysia with her husband, Aubry Rahim Mennesson (http://frogandprincess.wordpress.com).

This article appeared in the Manager@work, the monthly management pullout of The Edge Malaysia, Issue 756, May 25-31,2009.

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