Social Initiative LUXARITY Showcases Preloved Luxury Fashion Pop-Up At Lane Crawford Powered By Blockchain Traceability
Lane Crawford will be debuting a sustainable fashion initiative LUXARITY Preloved Pop-Up 2019 in their ifc mall location this month. From 5th – 20th October, the pop-up will feature luxury fashion items donated from designers, celebrities and Lane Crawford customers to encourage responsible consumption habits in the city. In partnership with Lablaco, LUXARITY will also offer a fully traceable preloved experience by allowing sustainable shoppers to get a complete history of every garment when scanning a QR code. This comes as the global fashion market is evolving towards a more circular model as consumers become more environmentally attuned to the footprint of fashion.
Hong Kong social initiative LUXARITY of the Lane Crawford Joyce Group will be launching a pop-up this October with a designer collection curated from a star-studded list of celebs and fashion insiders to encourage sustainable fashion. The goal of the pop-up is to bring greater awareness about conscious consumption by offering shoppers a sustainability-led luxury shopping experience. The luxury fashion edit will feature items from prestigious names including singers Joey Yung and Charlene Choi and fashion designers Gabriela Hearst, Phillip Lim, Maggie Marilyn among others in the industry.
This year, LUXARITY’s pop-up will also be collaborating with blockchain-powered circular fashion platform Lablaco to provide customers with a fully traceable history of each garment. Traceability is one of the core challenges to overcome, especially in secondhand luxury fashion, where customers often lack full and transparent information on preloved garments. Through scanning the QR code on each item, shoppers can find information about who previously owned the garment, where it has been worn, the environmental impact of the purchase and a digitised note from the original owner.
Commenting on the event, founder of LUXARITY and Chief Catalyst Officer of Lane Crawford Joyce Group Cristina Ventura said: “This year we are going one step further by using blockchain technology to bring more traceability, transparency, and innovation to the preloved ownership experience.”
The proceeds collected from sales will be going towards grants that support sustainability and responsible consumption, including the R.A.W. Prize, which is jointly created with Asia Tatler’s Generation T. This year, the prize grant will go to Sissi Chao, who founded REmakeHub, a circular waste management solution that transforms waste into new lifestyle products.
In addition to featuring a preloved luxury collection, the pop-up will also involved a curated programme of educational talks, including a discussion on yoga & meditation with Gianni Melwani, founder of holistic wellness studio Ikigai, and a talk with aforementioned Sissi Chao on responsible consumption.
Lane Crawford’s circular initiative LUXARITY comes as many traditional upmarket retailers are also looking at secondhand luxury fashion as a more sustainable approach to engage with customers. With consumers becoming more aware about the impact of fashion and their consumption habits, brands are keen to look at greener solutions, such as upcycled fashion, resale and renting platforms.
In London, luxury department store Harvey Nichols recently partnered up with refurbishing company The Restory to launch a luxury goods aftercare programme to resell reconditioned items, with competitor Selfridges also installing drop-off points for items to be reconditioned.
The use of digital technology to drive sustainable initiatives is also becoming more popular. Hong Kong charity Crossroads Foundation has just debuted an upcycling phone app GoodCity to allow users to efficiently donate and request unwanted goods. Online consignment and thrift store platform thredUP are working with Vue.ai to use artificial intelligence to help assign the resale value of secondhand items at on a mass scale.
LUXARITY Pre-Loved Luxury Pop Up: Lane Crawford ifc mall – World of Luxury, 8 Finance Street, Central, October 5-20 2019, Opening Hours: 10:00AM – 9:00PM. More details here.
Lead image courtesy of Green Queen.