Dans l’essor d’une nouvelle ère dite plus “verte”, la mode est en train de prendre un nouveau tournant. On remarque de plus en plus une nouvelle approche écologique, biologique ou vegan dans les défilés des nouvelles collections de mode.
Les marques semblent avoir compris la nécessité d’allier la mode au respect et à la protection de l’environnement.
L’industrie de la mode en général est ainsi en train de prendre un virage vert. Cependant, le monde du luxe et la majorité des marques de luxe opèrent également un virage éthique et écologique sans précédent.
La question de la mode green est donc désormais au cœur de toutes les actualités.
Chanel et sa politique d’éco conception
La célèbre marque de luxe a été la première à s’engager sur une politique d’éco-conception en maîtrisant l’ensemble du processus de création, du début de la chaîne de production jusqu’à la mise en vente du produit.
Pour les crèmes et les parfums la marque utilise des procédés d’extraction dit “clean” et des biotechnologies vertes d’une grande importance pour le respect de l’environnement. De plus, la majorité des matières premières exploitées sont issues de plantes traditionnelles et médicinales au potentiel cosmétique déterré aux 4 coins du monde:
- Pour la gamme Sublimage: la plante Vanilla Planifolia de Madagascar, qui est la principale espèce d’orchidées utilisée pour produire de la vanille.
- Pour la ligne Blue Sérum: Le café vert du Costa Rica, qui est un café dont le grain n’a pas été torréfié
- Pour la gamme Hydra Beauty: La plante Camelia Alba en France, qui est une plante inodore et résiliente qui fleurit en hiver.
En addition, après avoir renoncé en décembre 2018 à l’utilisation des cuirs exotiques, la maison Chanel annonce désormais son engagement auprès de la start-up Evolved By Nature. Avec des méthodes de confections qui s’inscrivent dans une démarche plus durable et respectueuse de l’environnement, cette dernière s’impose comme l’une des sociétés pionnières dans le domaine de l’innovation et de la science de la soie.
Une véritable initiative qui démontre encore une fois l’implication de la maison Chanel dans le respect de l’environnement, la recherche et l’innovation.
Hermès: Lipsticks écolo et Petit H
La maison de luxe parisienne a décidé de rejoindre le mouvement en lançant sa première ligne de rouge à lèvre rechargeable en Mars 2020. A l’origine spécialisée dans la sellerie et la maroquinerie, la célèbre marque de luxe s’est également lancée dans les vêtements, la joaillerie-bijouterie-horlogerie, la décoration d’intérieur, les parfums et voilà que maintenant elle se tourne vers le secteur des cosmétiques.
Petit nouveau sur ce marché, Hermès fait donc une entrée très remarquée. Sans compromettre la qualité de ses produits, la marque a mis au point une vingtaine de rouges à lèvres rechargeables. En effet, cette collection de 24 teintes possède un tube rechargeable en métal laqué pour éviter de remplacer l’emballage à chaque nouvel achat et limiter de manière considérable les déchets.
La tendance de l’upcycling consistant à donner une seconde vie à des vêtements inutilisés est de plus en plus en vogue en ce moment.
De ce fait, dans la volonté de favoriser les matériaux non utilisés par la maison Hermès, la ligne Petit H propose des objets et accessoires décoratifs uniques. Ces derniers sont réalisés à partir de matières recyclées issues directement des déchets récupérés dans les ateliers de la marque de luxe.
Stella McCartney: pionnière de la mode éco-friendly
Pionnière et porte parole de la mode éco-friendly, Stella McCartney demeure probablement l’une des créatrices les plus engagées. Depuis le lancement de sa maison éponyme en 2001, la célèbre créatrice de mode propose des vestiaires écologiques et durables. Cette dernière n’utilise ni cuir, ni fourrure, ni plume et aucun autre tissu animal pour ses créations.
Guerlain et le luxe durable
C’est en 2019 que la maison de cosmétiques Guerlain a commencé sa transition vers le green avec le lancement de sa plateforme Bee respect qui est la première plateforme publique à l’initiative d’une maison de luxe visant à lever le voile sur ses objectifs majeurs mais également ses éco-objectifs. Cette dernière met en avant les différentes matières premières utilisées par la marque, ses emballages, ses fournisseurs et toutes les étapes de conception de ses produits.
Guerlain ne s’arrête pas là et prévoit aussi d’adopter le système 3 R totalement repensé de manière éthique: Réduire, Réutiliser, Recycler.
Parmi les actions menées dans le cadre de ce nouveau système nous retrouvons: le soin Orchidée Impériale avec son écrin écolo et une empreinte carbone réduite de 55% mais aussi la possibilité de retourner les packagings vides en magasins pour les recycler via CEDRE (une plateforme de recyclage).
Comme vous l’avez donc constaté, que ce soit à travers de nouveaux produits de cosmétiques bio, de nouveaux procédés écolo, ou tout simplement de part la modification de l’ADN d’une marque pour un monde plus vert, l’impact écologique est au cœur de toutes les préoccupations.
Peu importe la taille et la catégorie des marques, qu’elles soient grandes ou petites, premier prix ou luxueuses, toutes tentent de changer et de s’engager pour la protection de l’environnement.
Et vous, que pensez-vous des actions menées par ces marques de luxe ? N’hésitez pas à me dire ce que vous en pensez en commentaire et à cliquer ici pour découvrir notre dernier article sur le street marketing éco-responsable.
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