Luxury: an opportunity for sustainability, a pathway to cohesion

The concept of luxury lies in each person’s way of life, depending on aspects such as culture, views and economic capacity. It is therefore a subjective concept, which, for different people, takes on different meaning and importance.
Traditionally, the idea of luxury is associated with exclusivity, sophistication, quality and authenticity.
These days, however, luxury is not only measured by the design or the prestige of a brand. Today, consumers go further and analyse the story a product tells, the environmental impact it has and the working conditions involved in the creation process.
Also, the circular economy is gaining ground in this context, with many brands encouraging the reuse and recycling of materials.
Sustainability in luxury and its global power must also contribute to territorial cohesion.
Portugal offers extraordinary examples of this connection between luxury and tradition. Vila Verde’s so-called "Lovers’ Handkerchiefs”, with their romantic history and cultural wealth, have served as an inspiration for brands that use local craftsmanship. In the wine sector, Portugal boasts unique and outstanding wines, combined with one-of-a-kind landscapes, such as those of the Douro region, with its terraced vineyards. Other examples include the sea, Portugal’s rivers, native breeds or the Peneda-Gerês National Park, where biodiversity and the power of nature are entwined. All inimitable and authentic resources, elements that are often undervalued, but which represent genuine luxury, with the potential to attract global attention, while respecting environmental and social sustainability.
This is the path to a future in which luxury is no longer just the privilege of the few but becomes a reflection of social responsibility, environmental respect and commitment to a fairer, more cohesive world.