Sustainability is gradually transforming from a mere trend in the fashion industry to mainstream discussion. Consumers nowadays are more interested in sustainable fashion, and according to Google Trend, the number of Google searches using the keywords “sustainable brands” have increased by over 130% between July 2017 and August 2018. With the rise in consumer interest, instead of viewing sustainability as an added fringe benefit to beautiful clothes and accessories, sustainability has slowly become one of the key elements that designers and labels look out for when designing or creating new collections.

The trend of sustainability is not only limited to mainstream consumer brands. Designer labels and premier fashion brands have also been on the lookout for more sustainable options for their creations. For instance, following the introduction of TENCEL™ Luxe last October, the demand for the sustainable lyocell filaments yarn has increased so rapidly that, to cater for popular demand, an additional investment of up to EUR 30 million has been made for a further pilot line at the Lenzing site, a true testament to the movement in eco-couture fashion and Lenzing’s contribution to the future of sustainable fabrics. Basic engineering for construction of the new facility has already been initiated since May and the new capacities will enable Lenzing to more effectively fulfil the needs of customers for TENCEL™ Luxe filament yarn. In the meantime, Lenzing will press ahead with the technical planning for a large-scale commercial line at the Lenzing site.

Such development does not only embody the growing emphasis of sustainability in eco-couture, but also echoes the recommendations of the “Disrupting Luxury Report” published by BSR on how premier or luxury brands can create a more resilient business. According to the report, the key challenges faced by luxury brands include climate change, loss of biodiversity of precious resources, the impact of technology and automation on manufacturing and retail experience and rising economic inequality. To address such challenges, a few recommended actions for luxury brands are to engage in circular economy, expand product life cycles and spur the innovation of new materials and processes. Other important steps include enhancing the brand by contributing to the positive impact on society and building trust and transparency with stakeholders.

Derived from renewable wood sources in a closed loop process, TENCEL™ Luxe branded lyocell filament yarn has long been renowned for its natural comfort and environmentally friendly production process. It defines the landscape of luxury fashion with its silky smooth, liquid-like drape and color vibrancy. With such a core sustainability feature, luxury brands will be able to live up to their quest for enhanced product quality while enjoying supply chain transparency, and sustainability features of the filament yarn. Fashioned to be astoundingly versatile, TENCEL™ Luxe filaments also blend superbly with other noble fibers such as silk, cashmere or wool.

Lenzing is at the forefront of sustainable fashion, gearing up to be the future of eco couture. A testament to Lenzing’s sustainable creation is designers such as Mara Hoffman who are already adopting TENCEL™ Luxe branded Lyocell filament yarns into her collections. Her company is amongst the first to incorporate these materials as a cruelty-free replacement for silk. She will also feature garments made with TENCEL™ Lyocell fibers with REFIBRA™ technology, some of the most sustainable fibers in the world which incorporate recycled raw materials and reducing carbon footprint, for her Fall 2018 collection.