5 Eco-Luxury Brands That Blend Sustainability with Luxury

Is sustainability the new luxury? If you ask Gen-Z consumers, who are driving 85% of new luxury sales, yes, sustainability is the new luxury. Hence, for brands, sustainability is becoming not only a moral and ethical issue but also an essential factor in building a successful business. 

Sustainability is multi-faceted, including the environment, the well-being of the workers, and the well-being of the consumers. The five brands we’re spotlighting successfully fuse sustainability with luxury and demonstrate it can be accomplished in a range of industries, from jewelry, fashion, haircare, and travel to furniture. 

Chopard 

Carats and sparkles aren’t the only things consumers look at before buying diamonds. McKinsey and Business of Fashion have reported that sustainability will impact customer decisions by as much as 30% in 2025. 

One brand that understands these changing attitudes well is Chopard. Since July 2018, the Swiss Maison has only crafted luxury jewelry and watches from responsibly sourced gold. Their Green Carpet collection presents limited-edition pieces that spotlight a new ethically manufactured material each time with the brand’s signature creativity and virtuosity—one of the highlights was an exquisite opal collection from a family-owned farm in Australia. 

The tradition and iconic reputation of Chopard allow them to offer their fine jewelry at the premium prices that sustainable materials often demand. 

LUXMII

The modern, perpetually trend-setting fashion world has been talking about going green for eons. And with “sustainable” products selling 5.6 times faster than ones that are not, the movement is clearly driven by customer demand. 

One of the most sustainable fabrics that is capturing the industry is linen. Crowned Vogue’s guilt-free fabric of the year, it’s naturally biodegradable, hypoallergenic, and needs 400% less water than cotton.  

A brand that takes a timeless and stylish approach to linen and other luxury natural materials is LUXMII, whose pieces are expertly made in their own atelier in Portugal. This Australian fashion brand champions artisanal craftsmanship, made-to-order production, and a localized supply chain. The cherry on the cake is that their sophisticated designs help you look like you’re on an endless European holiday. 

Aveda 

Skincare and haircare brands that aren’t embracing sustainability are missing out on a roughly USD 177 market that is forecasted to almost double to USD 327 in 2031. 

One brand that has been tapping into this lucrative market since 1978 is Aveda, a vegan skin, hair, and body care brand that is B Corp certified. This recognizable brand caters to customers’ demand for cruelty-free products, as they never use animal testing. 

Trends in the beauty and hair industry firmly place bioactive ingredients at the forefront. Both are important because these ingredients are safer for the body and environment and deliver high performance. Some of Aveda’s bestsellers are their Botanical Repair Strengthening Shampoo and their Nutriplenish products, which are free of parabens, sulfates, and synthetic fragrances. 

 Banyan Tree 

Consumer expectations around travel are shifting to encompass experiences, culture, wellness, and eco-sensitivity. In fact, in a recent McKinsey survey, 46% of respondents answered that sustainability is an essential factor in choosing a travel destination. 

Banyan Tree is a brand that successfully walks the line between sustainability and luxury. It offers unique hotel and residence stays throughout Asia, South America, and Arabia, immersing visitors in pure nature and local culture. The company has pledged to donate USD 1 for every booking to ‘Rewilding Banyan,’ an initiative committed to restoring natural habitats. 

Each of their hotels and residences are fitted out with leading spa and wellness experiences that invite their customers to indulge in a luxurious self-care journey—some of the outstanding features on offer are steam showers and vitality pools in the heart of the rainforest. 

Herman Miller

A regular exhibitor at Milan Design Week, Herman Miller is a renowned furniture company that delivers solutions for offices, homes, and healthcare spaces. This more than centuries-old brand is also a leader in the industry when it comes to sustainability. 

Ahead-of-the-curve, Herman Miller has been powering their facilities exclusively with renewable energy since 2010, becoming the first company in the furniture industry to achieve this feat. This furniture brand has also committed to decreasing single-use plastics in packaging by 30% and using paper-based materials that are simple to recycle.