Sustainability can be related to several aspects.

The oxford dictionary defines sustainability as "ability to be maintain a certain rate or level'. This could be in terms of CSR, products, ecological in nature etc. Businesses have the responsibly to ensure that their practices are 'sustainable'. In order to ensure that what is available for this generation is also available for the next generation.

This is very important for luxury brands because luxury itself is very precious as is the luxury brand.
Luxury products like jewelry, watches, sunglasses and other accessories are often passed through the generations because fashion often works in cycles.

However when it comes to products like yachts, cars, jets sustainability needs to be considered at a deeper level because these products have huge impacts on the environment.

The global elite are increasingly well educated and concerned about social and environmental issues. They want their brands to reflect their own concerns and aspirations for a better word.

The video below explains this a little further:

Sustainability goes beyond individual brands and has also moved to specific countries:
- Certain countries have banned imports/exports of particular kinds of leather and fur in order to sustain environmental sustainability.

- Certain products are made in a way that can be passed on to the future generations:

Patek Philippe watches.

Tiffany also based their business model on sustainability and says

“Sustainability is our most important designer; Nature is our best designer.” Tiffany.

- Brand Sustainability: Sustainability as part of the Brand DNA

Loro Piana : They use Vicuna fibers, and because the animal is almost extinct they breed these animals and sell the fur. This is a sustainable business practice.

Other examples of brands that are practicing sustainability:

1) Apple: They recycle use Ipods and give consumers discounts on new stock.

2) Loro Piana: as mentioned above.

Fashion and sustainability:

Personally, my favorite example of sustainability and fashion is Anya Hindmarch's "I am not a Plastic Bag'. She designed a simple bag saying this and got millions of people aware of the importance of sustainability and environmental concern.