Prota Fiori is targeting eco-conscious luxury consumers with its fruit skin footwear. The brand puts an emphasis on Italian craftsmanship, and as sustainability becomes a must-have for consumers, it’s differentiating itself from brands that take eco short-cuts by greenwashing and using cheap vegan fabrics.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

Consumers’ changing priorities are forcing luxury brands to take stock of their impact, and display sustainable credentials. The Butterfly Mark is awarded by Positive Luxury to brands that meet sustainable and ethical criteria.

Can luxury brands remain relevant in an ever-changing climate? Is slow fashion the future of luxury? How are Gen Zers revolutionising the meaning of luxe? In this part of the 2021 Expert Outlook, we speak to three experts about how people are rewriting the rules of luxury.