Consumption culture is changing in the fashion business, moving from one that prioritizes possessions to one that centers on actual usage. Environmental causes are prominently promoted by sustainable fashion labels and initiatives by numerous fashion corporations that encourage renting or second-hand sales. Luxury handbag rental is one prominent example of this, making pricey brands like Gucci and Loewe more approachable through initiatives like Efmero Club, a subscription-based rental store dedicated to sustainability and the reuse of designer handbags.
Efmero Club's CMO, Roco Irisarri, emphasizes the growing understanding of how our choices affect the environment and our finances. Alejandra Bogas is the campaign's leader, inspired by the realization that many people had unused clothing and handbags in their closets during the pandemic.
The fashion industry is rapidly embracing mindful consumption due to influences from sustainable practices in industries like tourism and transportation. After giving it some thought, the Efmero Club founders discovered that renting designer handbags still needed to be developed in Spain. The handbag subscription model is seen as the next step towards a more thoughtful and ethical fashion, allowing users to enjoy a variety of handbags without committing to long-term purchases or clogging their closets.
The sustainable handbag rental trend has thrived in nations like the US and England for over two years. This movement has also recently gained traction in France and Germany, indicating a change in consumer behavior. Spain has eagerly embraced this trend, taking cues from other nations' effective strategies but retaining the originality and adaptability of fashion. This trend has arrived to the luxury sector moving forward with responsible business practices. The fashion industry is committed to sustainability, as seen by several examples. These include partnerships between premium labels like Gucci and Valentino, antique shops worldwide, the Kering Group, and a circular fashion platform in the UK. These programs show a definite shift in the fashion industry's culture in favor of one that is more accountable.
Initiatives by the fashion industry are essential, but ethical consumption is up to the individual. By keeping people from discovering infrequently used or forgotten handbags in their closets, Efimero Club hopes to make a difference. The idea of circular fashion offers a remedy by enabling individuals to consume only what they will use and to guilt-free exchange products once they are no longer needed. By using this strategy, needless accumulation is decreased, and product lifespan is increased.
