Film series explores future of luxury and sustainability

31.05.2017 Art And Design : Digital : Luxury
Luxury x Sustainability: Cycle of Pleasure by Central Saint Martin and Nowness, London

London – Luxury x Sustainability is a collaborative project between students from Central Saint Martins and digital video platform Nowness.

Three films were created by students from the university’s fashion communication, fine art and graphic design courses: Cycle of Pleasure, Art to Artillery and La Bicicleta, El Violin. Each of the films examines an aspect of sustainability within the luxury sector using a mixture of humour, satire and real-life stories.

Cycle of Pleasure, directed by Julie Schroer, Carla Benzing and Steffen Wendt Andrea, offers a playful look at the consumer cycle. In a satirical take on brand transparency, the film depicts a series of individuals who are each responsible for a specific step in the supply chain, from conception of the design to the finished product.

Poking fun at the outlandish claims made by some brands in the luxury sector, the narrator introduces the audience to Scott Nicholson, head of packaging, who uses paper sourced from the fallen leaves of Japanese maple trees to wrap garments – a process so delicate that it can only be undertaken after seven months of training.

The Big Picture

  • Consumers are looking for brands that offer honesty and transparency rather than technical jargon in their marketing communications. To find out more, read our Anti-authenticity Marketing macrotrend
  • Luxury brands such as Stella McCartney are using humour to approach the topic of sustainability in a light-hearted way, which resonates with consumers