Does the influx of environmental friendly luxury/fashion products serve the environment, protect the environments or is it just another means of a fashion trend? The answer to this question can be described in two ways. The first way is to access what purpose are these products created for. The second way is to access what do consumers see in these products that motivate them to buy it. In fact, with the recent decision of Gucci to go fur-free from 2018, the industry experts are curious to understand where the brand is heading. The company boss Marco Bizzari explains it’s decision to be based on their values of sustainability and focus on environment, recycling, and humanity (Wightman-Stone 2017). Brands transforming towards sustainable luxury and fashion identity has envisaged into a larger trend. Is this trend the result of the conscious consumer advocating ethical consumption and attentive towards what they are consuming?