How diversity and inclusion became key concepts in the luxury market

Recent research shows that new consumers, and especially the millennial generation, will be increasingly important within the luxury market. And to meet the demands and desires of this range of consumers, concepts such as sustainability, diversity and inclusion are becoming increasingly valued ideas by high-end brands.

In this scenario, a brand that perfectly illustrates this new vision for inclusion in the luxury market is Gucci. The Italian label, whether through the launch of genderless collections or advertising campaigns that bet on models that deviate from traditional standards of beauty, consolidates the idea that fashion needs to be even more plural and democratic.

Gucci’s actions to broaden diversity and enhance social inclusion are not new. In 2013, the Italian brand launched the “Chime for Change” project whose fundamental objective was to strengthen the debates related to diversity and equality. Over time, a total of more than 570,000 people have benefited from the initiative and more than $ 15 million has been invested in social actions targeting this issue.

Another way that luxury brands found to include new consumers was the launch of collections aimed at specific audiences. A good example of this practice was the collection launched in 2016 by Dolce & Gabbana with pieces intended for Muslim women. Combining the traditional references of the Italian brand with neutral colors and lace applications, the looks had the objective of raising to the role of protagonist an audience constantly neglected by the universe of fashion.

Another iconic brand in the high-end segment, the British Burberry, even develops an internal program that educates and trains its employees on diversity and inclusion. The pursuit of a fairer and more egalitarian society is a wish of all, and some of the world’s leading luxury brands show that they are doing their part.