Artification and Sustainability: Redefining Luxury Fashion Through Art and Cultural Narratives

The unsustainability of fashion has been a central concern since the emergence of slow fashion theories, which emphasized rethinking the fashion system and the role of designers in fostering responsible practices. While independent brands quickly embraced sustainability, luxury fashion long resisted associating with values perceived as “anti-fashion” and incompatible with exclusivity. However, tragedies like Rana Plaza, growing climate awareness, and stricter regulations have pressured luxury brands to act. This paper argues that luxury fashion has addressed this challenge through artification—the transformation of non-artistic practices into artistic expression. By merging art, fashion, and sustainability, luxury houses have redefined sustainability as both aesthetic and cultural value. Case studies include Fondazione Prada’s “Shaping a Sustainable Multilateralism” (2020), Ferragamo’s “Sustainable Thinking exhibition” (2019–2021), and Loewe’s Spring-Summer 2023 collection with Paula Ulargui Escalona. These examples show how luxury brands use art to transform sustainability from ethical duty into an aspirational value, positioning themselves as cultural leaders and reshaping fashion’s narrative around responsibility, beauty, and innovation.