# Ethical Couture Consumers are choosing sustainability over luxury in terms of packaging. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Apr 22, 2015 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/ethical-couture ## Key Figures - Trend score: 5.5/10 - Evidence articles: 4 ## What is the Ethical Couture trend? **Ethical Couture:** Fashion packaging has often centered around offering consumers a luxury experience. However, many retailers have been making the switch to eco-friendly packaging alternatives that are less about delighting consumers, and more about communicating a sense of ethics. This shift indicates that premium products are becoming less about a luxury aesthetic, and more about a powerful ethos. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 21 to Apr 22, 2015 - Published: Apr 22, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Ethical Couture trend ### Sustainable Packaging Brands are shifting towards eco-friendly packaging alternatives as a way to communicate a sense of ethics and to reduce waste. ### Artisanal Clothing Branding Brands are using rustic, handmade design elements and emphasizing their craftsmanship to differentiate their products in a crowded market. ### Multipurpose Packaging Designers are reimagining packaging concepts to include functionality beyond storage and transport, such as turning shoe packaging into reusable bags or containers for food and drinks. ## What the Ethical Couture trend means for industry ### For Fashion Sustainable packaging and artisanal branding can help fashion brands differentiate, stand out in a crowded market, and appeal to environmentally-conscious consumers. ### For Retail Multipurpose packaging opportunities can offer value and convenience to customers, differentiating retail brands while reducing waste and increasing sustainability efforts. ### For Food and Beverage Inspired by eco-friendly packaging and multi-functional design, designers are creating new packaging concepts that function beyond the transportation of a product and can be used as a container for food and beverages. ## Workshop question How can you alleviate the guilt behind consumerism by promoting ethical practices? ## Trend signals for Ethical Couture Trend score 5.5 out of 10, from popularity 78%, activity 80%, freshness 8%. - Popularity: 78% - Activity: 80% - Freshness: 8% ## Examples of the Ethical Couture trend 4 featured examples from Apr 21 to Apr 22, 2015. - [Sustainable Clothing Wraps](https://www.trendhunter.com/trends/tshirt-packaging-concept): Essi's T-Shirt Packaging Concept is Eco-Friendly and Collapsible (Category: Marketing) Implication: Implementing sustainable clothing packaging solutions can help fashion brands align with consumer demand for eco-friendly practices and differentiate themselves in a competitive m… - [Artisanal T-Shirt Branding](https://www.trendhunter.com/trends/tshirt-branding): This Honest To Goodness Clothing Packaging is Rustic and Eco-Friendly (Category: Marketing) Implication: Apparel brands can find opportunities to adopt eco-friendly packaging and vintage elements for their products. - [Reusable Shoe Packaging](https://www.trendhunter.com/trends/cross-shoe): The Cross Shoe Packaging is Designed to Hold Beer and Fries (Category: Fashion) Implication: The Cross Shoe's innovative reusable packaging presents an opportunity for the footwear industry to adopt eco-friendly packaging solutions. - [Shoe Packaging Purses](https://www.trendhunter.com/trends/shoe-packaging-box): Sara Palen's Ida Hillebjork Shoe Packaging Box Doubles as a Bag (Category: Fashion) Implication: Innovative shoe packaging solutions can revolutionize the way footwear brands package and present their products, appealing to consumers seeking convenience and sustainability. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)