The Paradox of Sustainable Luxury: Between Symbolic Responsibility and Systemic Change

This thesis investigates the paradox of sustainable luxury, examining whether luxury fashion can reconcile its historical logic of exclusivity, growth, and symbolic distinction with increasing demands for environmental and social responsibility. Drawing on interdisciplinary literature in luxury management, sustainability studies, and consumer culture theory, the research explores how generational shifts, institutional pressures, and circular economy principles are reshaping the meaning and legitimacy of luxury. The analysis highlights a structural tension between symbolic sustainability—used as a narrative of legitimacy—and the deeper transformations required to align luxury with ecological limits and ethical governance. Particular attention is given to premium positioning, transparency, circular practices, and geopolitical fragmentation, which collectively redefine value creation in the sector. The thesis proposes three possible future scenarios—regenerative, hybrid, and fragmented—arguing that the evolution of luxury will depend on whether brands embrace systemic change or remain anchored to growth-driven models. Ultimately, sustainability emerges not merely as an operational challenge, but as a cultural test of coherence between aspiration, responsibility, and long-term value creation.