ABSTRACT
This chapter provides the high-end luxury fashion market drawn from interviews with industry insiders such as designers, purchasers and consultants about their perception of the role of sustainability and ethics in their industry. It presents Davies et al.'s concept of the fallacy of clean luxury in a different context and using a different methodology, suggesting the potential pervasiveness of this concept. The extent to which ethical luxury goods such as sustainable prestige fashion items are desirable in the market is unclear despite strong popular press attention. In Davies 'Do Consumers Care about Ethical Luxury', consumers are presented as having far less concern about ethics in luxury purchases than in day-to-day commodity purchases. With design, quality and price being the main criteria when shopping, it is evident that luxury fashion consumers did not care about ethics when making a purchase decision.
