Alejandra Montilla Morado

Communication strategies of fashion brands luxury brands Alejandra Montilla Morado

The use and consumption of environmentally friendly and sustainable productsproducts involve a high cost due to the complexity of its production chain and luxuryand luxury fashion is an industry that is increasingly influenced by the phenomenon of sustainability.influenced by the phenomenon of sustainability. "Is luxury sustainable or is sustainable luxury?Sustainable is luxury?" This is the main question that the study seeks to address through interviews inthe study through in-depth interviews with professionals in the luxury fashion sector, how theythe luxury fashion sector, how they work their production chains, what strategies they employ in their business and how theystrategies they employ in their business and how they promote ecological and sustainable values through an aestheticsustainable values through an aesthetic expression such as their haute couture garments.couture garments.