This summer, Saint Laurent made headlines with its fashion show in Morocco, bringing attention to the environmental consequences of climate change. While the brand defended its efforts in recycling and carbon offsetting, the public was still concerned about the six-kilometer road built in the Agafay desert for the event. This raises questions about the future of temporary installations in a society that aims for greater ethics and responsibility.
The location of Saint Laurent’s show was not the only event in the area. Louis Vuitton and Cartier were also hosting their own events nearby. This raises concerns about the sustainability of these temporary installations and their impact on the environment.
The contradiction between ephemerality and sustainability becomes apparent. How can something meant to last only a short time take into account the future of the planet? While it may seem logical to condemn the production of spaces and installations that are meant to be destroyed quickly, it is important to consider the value of experimentation and creativity that comes with such events.
Sobriety and creativity must be reconciled if we want to find a solution to this issue. The challenge lies in combining the emotional impact of ephemeral installations with the need for responsibility. These events allow brands to connect with their audience on an emotional level, but it is important to question whether this emotional impact justifies the wastefulness of these events in terms of energy, materials, production, transportation, and disposal.
Dior sets an example with their temporary boutique in Dubai, which was constructed using natural materials and 3D printing technology. While this initiative is still isolated, it shows that the industry can lead by example and promote innovative approaches to sustainability. Pop-up stores and products could be reimagined to utilize local resources and capture the essence of the place and time they are created.
During Paris Fashion Week, Coperni showcased a fashion event that combines the ephemeral with the durable. This event, featuring Bella Hadid, demonstrated the simplicity and purity of the creative process, paving the way for new ways of conceptualizing brand events.
In conclusion, it is important to question the future of temporary installations in the luxury industry and their impact on the environment. While creativity is important, it cannot be an excuse to destroy the planet. The industry must find a way to combine emotional impact with responsibility and exemplarity. By reimagining the creation process and using local resources, the industry can lead by example and promote eco-responsibility.
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