Twenty-first International Conference on Environmental, Cultural, Economic & Social Sustainability

Abstract

This study explores the intersection of sustainable luxury and luxury sustainability in product design, examining the relationship between these two concepts and their potential to coexist. Despite emerging from distinct social trends, sustainability and luxury are increasingly intertwined in design. The research investigates whether sustainable luxury and luxury sustainability attract different target groups or if they appeal to a shared audience. Two hypotheses guide the study: first, that these concepts have distinct definitions and target different groups; second, that they may overlap and appeal to a common demographic. A qualitative analysis of existing literature and case studies is used to test these hypotheses. The first phase of the research focuses on the transformation of sustainability and luxury into separate social trends, while the second phase examines their intersection in product design, particularly in defining target audience characteristics. By connecting sustainable and luxury product design through sample projects, the study identifies common elements within both trends. Ultimately, the research aims to define a new, shared target audience—a group that embraces both sustainability and luxury in product design, driven by innovation and practicality. This study offers a framework for understanding how sustainability and luxury can harmonize within a forward-thinking design paradigm, contributing to the development of products that meet both ecological and luxurious standards.