Conspicuous conservation: using semiotics to understand sustainable luxury

Marie-Cécile Cervellon

International University of Monaco


Luxury is thus a key element in the drive to consume and the effect of this is to generate profits, and thereby, maintain capitalism, whilst simultaneously, from the Green Perspective, depleting the stock of sustainable resources.

(Berry 1994)

Sustainable development has become the challenge for all industries over the past decade, under the pressure of governments, NGOs and consumers. This new paradigm integrates the promotion of eco-friendly practices, such as the reduction of carbon emissions along the value chain, the economy of natural resources and the conservation of biodiversity, in addition to social and ethical considerations related to society’s welfare. Sustainable development policies and actions aim to improve our ecological and social environment, and make it last over generations.