Vivienne Westwood
Maison Margiela
Vionnet
During an interview with Guardian, Vivienne Westwood said “And I also believe that if everyone wore just a few beautiful things, there would not be such a climate change problem” (Thorpe, 2014) Westwood believes customers should buy less and let it last, even if expenses are more, the quality is usually greater. Furthermore, Vivienne Westwood is popularized in the global warming matters including many word of mouth phrases however Westwoods concept is to produce less and wear for longer, where as Stella McCartney initiates to produce more with sustainable fashion, creating a wider variety of materials which can be reused or recycled.
Maison Margiela have only created a selection of pieces from recycling, which means these brands are not necessarily threats at the moment however as they develop the brands will become effective towards Stella McCartney’s USP.
Vionnet has decided to become a sustainable brand, Bazaar says, “Vionnet will go through a process of voluntary liquidation so that it can relaunch itself as a sustainable brand.” (De Klerk, 2018). However Vionnet since is an up and coming sustainable brand, which means they are still learning about their new concept.
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Brand comparisons in sustainability