Green and Gucci, at first glance, seem worlds apart. How could luxury goods, the ultimate symbol of wasteful decadence, ever be environmentally friendly? After all, the sky-high prices for one of these bags could very well provide clean water for an entire African village. And let’s not talk about the leather.

Green is the new black
All this is set to change. Welcome to the bold new world of eco-luxury. Following the high-profile boost from the Live Earth concerts and politician-turned-environmental-hero Al Gore, we are slowly seeing green seep into the designs of luxury goods everywhere. Or are we?

Louis Vuitton (LV), the French fashion giant synonymous with all things branded and leather, is making people green with envy over their latest creation: the chi-chi veg-tan handbag line, class of 2006 collection, which features decorative vegetables. But fads aside, LV is serious about the environment. It recently introduced an environmentally friendly initiative that aims to do away with plastic wrapping for deliveries, saving the fashion house 20 tons of plastic a year. New and refurbished concept stores will also boost a new lighting system that will slash electricity consumption by 30 per cent.

Since you are what you wear, what better way to make a green statement than by green sleeves? Eco-couture has been seen strutting its way down the world of haute fashion, on the runways of Milan and Paris. These are wearable haute fashion pieces that hold their own in terms of design and shape. American fashion house, Loudermilk, is at the forefront of this movement – the firm uses 100 per cent biodegradable fabrics from the traditionally trendy vegan silks and organic laces to less orthodox options of spun milk and seaweed.
They don’t do it quietly either. In recognition of their efforts, these environmentally-friendly businesses can apply for “LUXURY ECO” accreditation – a label that gives credit to organizations whose luxury-quality products and services are ecologically sound. Founded

in 2002, the LUXURY ECO Stamp of Approval is spearheaded by Linda Loudermilk, founder of the eco-couture line, Loudermilk, which serves as her own luxury eco-certification. As of 2007, more than 50 companies have received this certification. London-based Nick and Milly, which makes vegan bath and body products, is one of the recent recipients of this pre
tigious label.

Style meets sustainability
Taking the green path is increasingly viewed as the only way businesses can move forward. With the rise of environmentally conscious consumers demanding accountability, even the simple act of using recycled materials could expand clientele , strengthen brand loyalty or even ensure business longevity. Being green is also a mark of brand exclusivity – the quality every fashion house thrives for.

“Green is chic,” says Gerald Celente, director of the Trends Research Institute in Hudson Valley, New York. “If it wasn’t so tragic, it would be funny how long it’s taken for green to catch on.”

According to a 2007 survey by marketing and advertising firm WPP Group, consumer spending on green products will hit an estimated $500 billion next year and 77 per cent of companies said they anticipate spending more on environmental sustainability programs in the next several years.

With green alternatives popping up in haute fashion to hybrid cars - the Lexus RX 400h - and “sustainable” caviar, the green wave has arrived – and in great style too.