[Research Contribution] Do luxury brands in fashion industry have to trade-off for sustainability?

The luxury factor is often associated with high cost, rarity, and sometimes ostentatious consumption. Meanwhile, sustainability is associated with moderation, responsibility, and consideration of environmental impact. So, can these seemingly opposing concepts coexist in the high-end fashion industry? In the context of consumers becoming increasingly concerned about the environment, luxury brands are beginning to integrate sustainability into their products. However, this raises a big question: does "greening" strip away the essence of luxury, or on the contrary, can it become a new value that elevates the brand?