When it comes to criticism of the fashion industry, fast fashion often takes center stage: cheap clothing, fast production cycles, massive environmental destruction, and inhumane working conditions. But what about luxury fashion? The high price, the exclusive image – does that equate to sustainability?

Not necessarily.

Many people associate luxury brands with quality, responsibility, and a clear conscience when purchasing. But the reality is often different: A high price does not guarantee that the brand is environmentally or socially sound.

Same conditions – different price tag

One might think that with luxury brands, part of the high price goes towards better working conditions. After all, these companies have the resources to do so. But here, too, production is often outsourced – to the same factories where cheaper brands also have their production done. The working reality remains the same – the difference lies only in the image and the marketing budget.

Luxury labels invest less in fair production than in their brand awareness. The price consumers pay is therefore often for exclusivity, not sustainability.

Transparency instead of status thinking

Fortunately, there are alternatives: More and more brands, even in the mid-price segment, are consciously focusing on fair production conditions, environmentally friendly materials, and genuine transparency. This isn't about prestige—it's about attitude.

So, if you value conscious consumption, you should pay less attention to the price tag and more attention to the values ​​of a company.

Because true sustainability is not a luxury. It's a conscious decision.