TheRealReal x Burberry Relationship Promotes Deeply Personal Mutual Brand Loyalty

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Writing for Forbes, Pamela N. Danziger digs beyond the obvious into the details of the newly-announced partnership between Burberry and TheRealReal. Officially the union promotes increasingly critical synergies in corporate responsibility and sustainable living in the fashion industry.

“Leading the way in creating a more circular economy for fashion is a key element of our Responsibility agenda,” Pam Batty, Burberry’s VP of corporate responsibility, said in a statement. “Through this new partnership we hope to not only champion a more circular future but encourage consumers to consider all the options available to them when they are looking to refresh their wardrobes.”

Burberry claims to have been at the “forefront of sustainability in fashion” for more than 15 years, an assertion that assertion may be up for debate among environmentalists. Surely Burberry doesn’t claim to share the Stella McCartney eco-conscious spotlight.

McCartney has been on the RealReal since 2018, experiencing a 65% increase in the number of consignors of her branded merchandise and a total increase of 74% of Stella McCartney items sold on the RealReal after announcing the partnership.

The real importance of the Burberry - RealReal relationship is lifetime customer acquisition, argues Danziger. More customers who experience both brands first at resale, then at full-price in a Burberry store, then returning to the trusted halo of The RealReal to resell and recycle. Sustainable, eco-conscious action is a critical issue, but don’t underestimate the inherent result of sustainable economics that translates into brand loyalty more intimate and personal than any ad campaign.

The RealReal reports demand for Burberry has increased 64% year-over-year, with Millennial and GenZ customer searches rising fastest on its site. In addition, the ThredUp 2019 Resale Report states that Burberry is the luxury brand with the best resale value; Louis Vuitton, Gucci, Hermès, and Prada are lower on that list.

Related: Caroline Knudssen Fronts Riccardo Tisci’s NET-A-PORTER x Burberry Fall 2019 Collection

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Stella McCartney Partners with DuPont + Ecopel on KOBA® Bio-Based Faux Fur

Natalia Vodianova wearing Koba faux fur by Stella McCartney.

Natalia Vodianova wearing Koba faux fur by Stella McCartney.

Planet Green team leader Stella McCartney is launching KOBA® faux fur, a joint project with the designer, DuPont Biomaterials and global faux fur textile manufacturer Ecopel. The exciting new material, made from Sorona® bio-based fibers “claims both a lower carbon footprint and more luxurious feel than existing faux fur alternatives”, writes Vogue Business.

McCartney unveiled the exciting new faux fur at her spring 2020 ready-to-wear show.

“Polyester isn’t the same quality that we want, and the modacrylic doesn’t give us the sustainability that we want,” says Claire Bergkamp, Stella McCartney’s worldwide director of sustainability and innovation. “This is kind of bridging that gap,” Bergkamp explains in listing the merits of the new faux fur, compared to other market options.

Reflecting a new mood of shared innovation among leading fashion industry brands and manufacturers, Bergkamp hopes that Koba becomes an industry standard adopted by other fashion players. Saying she is keep to advise other labels about the latest developments around Koba, Bergkamp stresses reality. “This has to be a collaborative effort. It is a moment of climate crisis — and it is a genuine crisis. We want to show what’s possible, and show that these sustainable improvements can be beautiful [and] luxurious.”

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SustainableBrands.com writes: “The new Koba® Fur-Free Fur by Ecopel is made with recycled polyester and up to 100 percent DuPont™ Sorona® plant-based fibers, creating the first commercially available faux furs using bio-based ingredients Koba — the collection of which ranges from classic mink styles to plush, teddy-style fur — can be recycled at the end of its long life, helping to keep ensure it never ends up as waste and closes the fashion loop; something that McCartney is passionate about, as she pushes toward circularity. It’s 37 percent plant-based Sorona material means that it consumes up to 30 percent less energy and produces up to 63 percent less greenhouse gas than conventional synthetics.

“We’ve been working with Stella McCartney for several years and we have clearly been positively influenced by her values,” Ecopel CEO Christopher Sarfati said in a statement. “Not only are we proud to offer animal-friendly alternatives to fur, but are even more proud to take the road less traveled in designing new ways to create faux fur. From recycled to bio-based, we are supporting a transition toward more sustainable materials.”

Planet-Friendly Denim Makes a Fashion Comeback | Eva Klimkova by Andreas Ortner for Gala Magazine

Planet-Friendly Denim Makes a Fashion Comeback | Eva Klimkova by Andreas Ortner for Gala Magazine

Czech model Eva Klímková is styled by Birgit Schlotterbeck in fashion-forward s(he)-leaning, feminine mixes with plenty of denim. There’s no doubt that denim is making a comeback. Even the Duchess of Sussex wore denim jeans and a denim jacket on her recent trip to South Africa.

In this well-styled, directional, denim-rich fashion editorial, Andreas Ortner is behind the lens for Gala Magazine’s October 2019 issue./ Beauty by Peggy Kurka

Kardashian-Jenner Women Launch Kardashian Kloset Resale on Friday, October 4

Kardashian-Jenners launch Kardashian Kloset resale platform.

Kardashian-Jenners launch Kardashian Kloset resale platform.

Friday morning, 9am PST, doors will open to Kardashian Kloset, a new luxury resale venture initially populated with items belonging to Kris Jenner, Kim Kardashian West and Kylie Jenner, writes Vogue Business. Handbags, shoes, sunglasses, costume jewelery and pre-loved clothing from Khloe Kardashian, Kourtney Kardashian and Kendall Jenner will follow in weekly drops.

In the US, resale is booming. The country’s total secondhand market, which includes resale, thrift and donations, is forecast to increase from $24 billion in 2018 to $51 billion in 2023. According to the 2019 Fashion Resale Report by Thredup, the US resale market has grown 21 times faster than traditional retail apparel in the last three years.

Vogue Business writes that while resale is a growing segment of sustainable consumption, in America it more often allows access to luxury items unaffordable at the original price. This dynamic is poised to change, however, as more women embrace resale as a core option of responsible consumption.

According to Marc Beckman, founding partner and CEO of advertising and representation agency DMA United, the resale market will also benefit from celebrity endorsements. “Influential celebrities can instantly eliminate the stigma attached to the secondary market,” he writes via email. “The Kardashian’s participation, if executed properly, will certainly accelerate acceptance and sales of previously owned and used merchandise.”

Edie Campbell Shoots Zara 'Keep It Uptown Campaign', While Accepting Fast Fashion Complicity

Edie Campbell Shoots Zara 'Keep It Uptown Campaign', While Accepting Fast Fashion Complicity

Manly or not? Top model Edie Campbell suits up in Zara’s latest fall 2019 trend campaign, heading to Manhattan’s Upper East Side in faux fur jackets, bourgeois plaid skirts, printed dresses and pussy-cat bow blouses — with lace collars, no less. Miss Manners is on the move.

AOC has spent time recently reflecting on the hypocrisy of writing about the critical need for sustainability in fashion — while simultaneously promoting it through blog posts. I’ve concluded that silence — or stopping the posting of fast fashion — it not the answer. But we will use each fast fashion post to search for and report on any sustainability-related updates by the brand — in this case Zara.

We will also use the same post to share any new industry info or essays around fast fashion. This compromise allows us to give readers what they see in terms of fashion trends and photography, while using the post to remind us that all of us fashionistas, and the insatiable lust for something new — are part of a very serious problem for our planet. Together, we must also be part of the solution.

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Edie concludes her essay — after citing glimmers of hope around sustainability in the fashion industry — with choice words, and not ones that will always get her more work.

“I would be proud to work with brands that shoot on a Norfolk beach, rather than flying a European crew to Mexico. I would love there to be more transparency on clothing labels. I would love the fashion industry to produce less and invest in more sustainable manufacturing methods and materials. Mostly, I would love people to buy less. Even if that would put me out of a job.”

Cara Delevingne, Rebellious Brit, Fronts Dior Joaillerie's Rose des Vents Collection

Top talent, actor, model and activist Cara Delevingne is now the face of Dior Joaillerie, starting with the brand’s Rose des Vents campaign. The Brit has modeled for the Dior brand before and is currently the face of its Addict Stellar Shine lipstick, but this is her first jewelry campaign.

Cara Delevingne for Dior’s Joaillerie Rose des Vents collection.

Cara Delevingne for Dior’s Joaillerie Rose des Vents collection.

Describing Cara as “a rebellious English rose”, the announcement continues: ““Much more than a muse, the audacious icon is an endless source of inspiration. For Dior, Cara Delevingne upends the conventional jewellery codes with her characteristic whimsy.”

The Joaillerie's Rose des Vents collection is inspired by Christian Dior’s favorite flower, the rose, and his global travels. The importance of flowers in our lives was also celebrated by Maria Grazia Chiuri’s recent spring 2020 runway show for the luxury house.

In another of Chiuri’s deep-dives into the history of Christian Dior, the creative director was deeply inspired by Christian Dior’s sister Catherine, an active member of the French resistance. The bold, audacious ‘Miss’ in Miss Dior was captured by the French resistance and sent to Ravensbrück, an all-female concentration camp in northern Germany.

Catherine Dior, imprisoned French resistance activist and lover of flowers.

Catherine Dior, imprisoned French resistance activist and lover of flowers.

Catherine survived, returning to Paris where she sold her beloved flowers at Les Halles market, where she was the ONLY woman granted a license to trade as a ‘cut flowers broker’. Miss Dior became an acclaimed gardener, botanist and house consultant on flowers.

Catherine Dior’s love for blooms and nature also supported Chiuri’s commitment to the environment at her spring 2020 show. One of her noteworthy initiatives was working with the Paris-based environmental design collective Coloco, which will replant the “show trees” in projects around the city.

Christian Dior SS20 show Paris, Sept. 2019

Christian Dior SS20 show Paris, Sept. 2019