This Week's Obsession: Why Co-Ownership Is the Greenest Choice

For the next generation of luxury consumers, sustainability isn’t just a trend—it’s a non-negotiable. Younger buyers, especially Millennials and Gen Z, are rewriting the rules of luxury. They don’t just want prestige; they want their purchases to align with their values of conscious consumption, sustainability, and smarter access.

Altiant’s Luxury Insights 2025 reveals that three-quarters of affluent consumers now say they are willing to make sustainable choices—a rise from 2024. This is even more pronounced among younger demographics, who are less interested in “owning more” and more motivated by purpose, innovation, and responsibility.

For aspirational luxury buyers who may not yet be able to afford a £5,000 handbag outright, co-ownership offers the perfect balance: access to prestige, without compromising sustainability or affordability.

Why Sustainability Matters More Than Ever

The data tells a powerful story:

75% of affluent buyers are “walking the talk” on sustainability – not just voicing intentions but actively changing buying behaviours, from avoiding harmful products to seeking offsetting options. Younger buyers are leading this shift.
Prestige through responsibility: Brands like Stella McCartney (pioneering cruelty-free luxury), Louis Vuitton (Be Mindful and Upcycling collections), and Chanel (Mission 1.5°) are praised because they show luxury can be both desirable and responsible.
Global influence of Gen Z: By 2030, Gen Z and Millennials are expected to represent one-third of all luxury spending worldwide (Bain & Company). These buyers rank sustainability and ethics as central to their purchasing decisions—often above heritage or exclusivity.
Shift in aspiration: Luxury is no longer just about “having it first.” Today, it’s about having it smart—owning less but owning better, with a lighter footprint and a stronger story behind each piece.

Why Aspiring Luxury Consumers Struggle with Traditional Models

For many aspiring buyers, the barriers are clear:

High upfront cost: Signature handbags from brands like Hermès, Bottega Veneta, or Chanel often start at £3,000–£8,000, pricing out younger buyers.
Short-lived satisfaction: Trends move fast. Buying one statement piece may mean it falls out of rotation within months.
Environmental guilt: Buying “fast luxury” or constantly flipping items on resale platforms contributes to overproduction and waste. Many young buyers worry about whether their purchases align with their values.
Depreciation risk: Unlike true investment pieces, most luxury bags lose 30–50% of their value the moment they’re purchased, making them risky assets for aspiring buyers.

Co-Ownership as the Green Solution

This is where More Luxury Club changes the game for aspiring luxury consumers:

Shared cost, smart access:
Instead of paying £4,000 upfront, members buy a share of the bag (25% at More Luxury Club), reducing the cost dramatically. This makes high-end handbags accessible to younger buyers without compromising quality.
Extended lifecycle, reduced waste:
A bag is shared between four owners, each using it for 10–12 weeks a year. With white-glove care and maintenance, the bag lasts far longer than it would in single ownership. This aligns with circular economy principles—maximising use, minimising waste.
Eco-luxury without compromise:
Co-ownership means fewer new goods need to be produced, directly lowering the carbon footprint of luxury consumption. Every share purchased is an act of conscious indulgence—luxury without guilt.
Investment without risk:
More Luxury Club guarantees buy-back options (90% “More Money” credit or 70% in cash), protecting members from steep depreciation. For young buyers, this removes the financial risk that comes with traditional ownership.
Community prestige:
Membership also means joining a like-minded community of conscious luxury lovers. In a world where social status is about values as much as possessions, being part of a curated, sustainable luxury club enhances the experience.

Why This Matters for UK Aspiring Luxury Consumers

In the UK, Millennials and Gen Z are especially vocal about sustainability. They’re the driving force behind resale growth (Vestiaire Collective, Depop) and the rise of luxury rental. But co-ownership offers what these models can’t: a balance of access, exclusivity, and equity.

Unlike rental, co-ownership means you’re not just borrowing—you own a piece of the bag.
Unlike resale, you’re not contributing to the churn of overproduction and markdowns.
Instead, you’re taking part in a modern, circular luxury model that reflects your values and your aspirations.

A Circular Ecosystem

For aspiring luxury consumers, sustainability and access are shaping how prestige is defined in 2025. Luxury is no longer about owning the most—it’s about owning smarter, with purpose and integrity.

With co-ownership, More Luxury Club offers the ultimate solution: affordable access, shared prestige, and sustainable consumption. Our club members are encouraged to trade and share their bags within a closed ecosystem that keeps the bag in pristine condition, while maintaining its value longer.

With More Luxury Club, the greenest luxury is also the smartest.

Designer Spotlight: Why Chloé is on our designer radar, and why it should be on yours

Founded in Paris in 1952, Chloé has long embodied free-spirited femininity and effortless elegance. Over the years, the house has created some of fashion’s most beloved handbags—pieces that feel both Parisian and modern. Today, Chloé stands apart not only for its style but also for its values, being one of the first luxury houses to achieve B Corp certification.

The Icons of Chloé Handbags

The Marcie – A true classic, with curved saddle stitching and soft leather, embodying boho chic and quiet luxury.
The Woody Tote – A versatile everyday favourite, with its canvas body, logo straps, and leather trim.
The Nile – Playful and distinctive with its jewellery-inspired bracelet handle.
The Paddington – The early 2000s “It bag” that made waves with its oversized padlock.
The Bracelet Bag - The 2024 ultimate Boho bag celebrities love.

Sustainability at Chloé

Chloé is redefining what luxury means today with strong sustainability credentials:

B Corp Certified – Demonstrating the highest standards of social and environmental accountability.
Responsible Materials – Using organic cotton, recycled cashmere, and vegetable-tanned leathers.
Circularity & Craft – Partnering with Vestiaire Collective to encourage resale, and supporting artisan women through the Chloé Craft programme.

Why Chloé Bags Matter Now

Chloé’s handbags combine timeless design with modern values. They are investment-worthy, sustainably produced, and perfectly attuned to today’s conscious consumer.

For More Luxury Club, Chloé fits seamlessly into our co-ownership model—bags that offer both beauty and integrity, ready to be shared and cherished by our members.

Love it or Hate it: Burgundy Babes

Move over, classic black—this autumn is all about deep, wine-rich tones. From oxblood to merlot, designers are raising a glass to burgundy bags. Elle has dubbed this the season of the “Burgundy Babes,” and the trend is as bold as it is sophisticated.

Why You’ll Love It

Instant polish: Burgundy is a shade that elevates any outfit, from jeans and a blazer to eveningwear. It’s rich without being flashy, the perfect middle ground between neutral and statement.
Timeless depth: Unlike fleeting neon or pastel trends, burgundy has history—it’s a colour that reappears decade after decade, making it one of the more investment-worthy seasonal hues.
Designer devotion: Labels from Valentino to Bottega Veneta showcased burgundy leather bags on their Fall/Winter 2025 runways, signalling this is a trend embraced across the luxury spectrum.

Why You Might Hate It

Colour commitment: Burgundy isn’t as versatile as black, beige, or tan. While stunning, it can limit outfit pairings and might feel too bold for minimalists.
Seasonal stereotype: It’s strongly tied to autumn/winter. Unlike ivory or camel, it doesn’t easily carry into spring wardrobes, which may make it feel like a seasonal splurge.
Risk of fading: With wear, burgundy leather can sometimes lose vibrancy or show marks more obviously than darker shades.

The Smarter Way to Indulge

Love it? Hate it? Either way, Burgundy Babes is exactly the kind of trend that works beautifully in a co-ownership model. At More Luxury Club, you can embrace this bold seasonal moment without worrying if you’ll still be carrying it next summer. Share the investment, enjoy your 10–12 weeks of wear during peak season, and then let another member take their turn.

That’s the joy of smart luxury: indulge in the trend when it’s hot, without the long-term commitment—or the environmental cost of overconsumption.