Hermès is launching a handbag that transforms the humble mushroom from vegetable-drawer staple into sustainable arm candy. As high-end consumers increasingly seek out eco-friendly products, the bag is tapping into shifts in what people expect from luxury.

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.