Summary: The text discusses the concept of luxury fashion brands adopting sustainability as a means to attract customers seeking ethically conscious products. By incorporating environmentally friendly practices and materials into their production processes, these brands aim to appeal to consumers who are increasingly prioritizing sustainability in their purchasing decisions. The trend is driven by factors such as social responsibility, ethical considerations, and a desire for transparency in the fashion industry. Brands like Gucci and Stella McCartney are cited as examples of companies leading this movement, with initiatives such as using recycled materials, reducing waste, and partnering with organizations to promote sustainability. However, the intersection of luxury and sustainability presents challenges as brands must balance profitability with environmental concerns and innovate to maintain their exclusivity while embracing sustainability.