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Coldwell Banker Global Luxury Blog-Luxury Home and Style


Vegetarianism is at its highest level in history, and its growing interest continues to have a major impact on the food world. According to data from the Good Food Institute, between 2018 and 2020, the growth rate of plant-based food sales is nearly three times that of total food sales, and has increased by 45% in the past two years. Analysts predict that this market will grow by another 12% in the next six years and is valued at more than $74 billion.

But another growth trend focuses on your investment exist Your body, not in it. Vegetarian fashion is also hotter than ever. According to Lyst’s 2020 Conscious Fashion Report, searches for “vegan leather” have increased by nearly 70% year-on-year. This is a good sign for luxury fashion brands that have recently or increasingly focused on using alternative materials to imitate the look and feel of leather without causing an impact on their social consciousness.

The reliance on leather, especially shoe and handbag designers, makes it difficult for luxury fashion companies to fully embrace vegan fashion. Stella McCartney pioneered vegan haute couture, avoiding the use of leather and fur from the beginning, and taking the use of alternative leather as the cornerstone of her business practice.Recently, McCartney worked with biotech companies Bolt thread Create her Falabella bag In Mylo™, an alternative leather made from mycelium; mycelium is a fungus that forms the underground root structure of mushrooms.

Now, with the launch of Demetra, Gucci has put one toe-or more precisely, put the whole foot on two feet-into the world of high-end vegetarian fashion.

Demetra by Gucci

Gucci called it “a pioneering luxury material that combines quality, softness, durability and scalability with the spirit of environmental protection.” Gucci showcased Demetra to the fashion industry in Milan this summer, launching three sports shoe models: Gucci Basket, Gucci New Ace and Gucci Rhyton.

“From Gucci’s desire for future material exploration and innovation, Demetra is the culmination of two years of research and development by Gucci’s own technicians and craftsmen,” Gucci said at the press conference. Press Releases“This new material is completely produced in the Gucci factory in Italy and is made with the same expertise and tanning process, so as to achieve the unique, flexible and elastic properties that give Demetra its unique, flexible and elastic properties, as well as a soft and luxurious finish.”

Gucci President and CEO Marco Bizzarri pointed out in the press release that man-made products like Demetra may have advantages because “unlike most new materials under development, there are no barriers to scalability or quantity restrictions. This is usually the brand Seek the challenge of scale and quantity.”

Demetra by Gucci

Gucci also stated that it intends to “provide Demetra to the fashion industry in the spirit of openness and innovation…as a new source of materials that can be customized to provide unique finishing, further promoting application and differentiation.”

Currently, other fashion companies are exploring their own alternative materials.Hermès is known for the leather on its famous handbags and exotic animal skins, and they announced that they will use leather substitutes in their upcoming new models. Victoria bag. Travel bags usually wrapped in calfskin will now display another mushroom derivative, Sylviana.

Chanel was famous for banning fur and exotic leather in its products in 2018. Soon thereafter, they sent a golden punter hat made of Piñatex onto the runway at the Métiers d’Art show before the fall of 2019. Piñatex is an alternative leather made from plant fibers in pineapple leaves and stems. Although Chanel entered the pineapple land and has not yet reaped additional gains, Hugo Boss In 2019, a full range of men’s sports shoes using this material was launched.

Chloe and Tommy Hilfiger also deal with vegan products, using apple skins to make handbags and sneakers, respectively. Bottega Veneta launched a series of vegan handbags using paper in 2012. In 2020, they launched the kraft paper series, replacing the leather on their popular Pouch series of handbags with 100% recycled, FSC-certified corrugated cardboard.

The company uses a special process combining polyurethane and microfiber to make the bags waterproof, and uses a magnetic frame to give them structure. Of course, it should be noted that the inside of the kraft paper bag is lined with calfskin. Baby steps.



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