Luxury and Sustainability together ?

What does LUXURY mean ? It can be defined by many factors such as the exceptional quality, hedonism( Beauty and pleasure), price, rarity, selective distribution, creativity, superfluity. But what if we see luxury as the slow-time, preservation of hand- made traditions or Beauty in transferring from generation to generation. Luxury can be the respect for the local artisans- the cultural identity, easy accessibility or the sources of raw materials. When we see it as a respect to the extensive quality and the craftsmanship, we move a step closer to sustainability. It is not always the monetary value, but also the intangible value such as a story or a personal touch. According to a research, it is seen- a behavioral pattern, in the luxury consumers. They would not buy recycled garments or products as they think it becomes impure and hence, loses its prestige or it's no more rare. This makes me think why luxury and sustainability can not sail in the same boat. Luxury, when labelled sustainable, loses its prestige and desirability. When we think of sustainability, we think altruism(selflessness), restraint and moderation. However, while buying luxury, consumers think of their own pleasure and maybe luxurious products are too rare to have an impact. Luxury signals status and class, which tends people to behave in socially unacceptable ways such as breaking social norms of being a responsible sustainable consumer. Luxury has both positive and negative impacts, positive being it's durability, long lifespan, passes over to generations and negative being, overuse of resources, conflicting materials such as fur and exotic skins and waste production. As the demand for transparency increases, Luxury brands always have a reputational risk by it's side. However, some brands are accepting sustainability in their design process, such as Tesla and Stella McCartney refuse to use real leather. Quality management is important while thinking of sustainability. I think we all need to re- define what luxury means to us in order to bring us closer to the nature.