In today’s global market, consumer awareness of environmental challenges is steadily rising. Particularly within the fashion industry, there’s a growing recognition of the need for active engagement in sustainability. Luxury brands, as leaders in the fashion industry, have a crucial role to play in staying abreast of developments in sustainable fashion and setting examples while driving positive industry change. Furthermore, it’s vital for luxury fashion companies to communicate their efforts towards environmental sustainability to consumers effectively.
Fashion illustration is a common communication strategy employed by luxury brands. Storytelling through illustrations can be a more persuasive and informative approach to conveying sustainable fashion, influencing consumers’ attitudes and purchase intentions by affecting their perceptions and emotions, such as green knowledge and empathetic connections.
Many luxury fashion companies have realized the importance of merging sustainability with illustration. Therefore, this project explores the use of sustainable storytelling illustrations as a communication strategy to impact sustainability awareness, emotional connections, brand perception, and purchase intentions for luxury fashion brands. Targeted primarily at luxury fashion brands, with Gucci as the research model, it seeks to convey the journey of sustainability undertaken by fashion luxury brands through a sustainable storytelling illustration book.
In the contemporary fashion world, luxury brands take the lead in sustainability, setting an example amidst growing environmental awareness. The project aims to convey their efforts through storytelling and fashion illustration.