For young Indians, pre-loved luxury is the new woke and sustainable trend gaining steam

Pre-loved platforms make it easier to authenticate, buy, and sell high-end fashion, and millennial and Gen Z consumers recognise the advantages of choosing second-hand over brand-new luxury goods (Images: Ziniosa)

Luxury fashion has long been synonymous with exclusivity, status, and impeccable craftsmanship. However, in recent years, a growing shift toward responsible luxury and the comeback of vintage clothes and accessories has emerged leading to conscious consumerism. In India, the pre-loved (owned previously by someone) market is gaining momentum as young consumers seek high-end fashion without the hefty price tag while embracing ethical shopping practices.

The appeal of pre-loved fashion:

The rising cost of designer goods has prompted many consumers to explore alternative ways to access luxury. With pre-loved goods, shoppers gain access to high-end brands at 40-60 percent less than their original prices. This trend resonates strongly with millennials and Gen Z, who prioritise both affordability and sustainability.

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Social media and influencer culture have fueled the desire for fresh and unique styles, making preloved platforms an attractive option for those who want to rotate their wardrobes frequently. These platforms allow consumers to buy and sell luxury products with ease, fostering a circular fashion economy where luxury pieces are passed on rather than discarded. Ashri Jaiswal, co-founder of pre-love luxury platform Ziniosa, highlights the evolving consumer mindset and points out, “India’s growing economy has led to an increased aspiration, and middle class are investing in products that value luxury and status. However, with luxury brands significantly increasing their prices, many consumers are looking for alternatives that allow them to own these prestigious products without paying full price."

The changing perception of second-hand fashion:

The stigma once associated with second-hand shopping is fading, replaced by a more progressive outlook. Consumers now recognize that pre-loved luxury items maintain their quality, craftsmanship, and exclusivity while being a financially savvy choice. What was once considered a niche market is now a mainstream movement that celebrates smart, responsible fashion choices.

The pre-loved platforms make it easier to authenticate, buy, and sell high-end fashion, and lately many consumers are recognising the advantages of choosing second-hand over brand-new luxury goods. "Buying preloved luxury is a smart, sustainable, and economical solution, especially with the fast-changing fashion trends driven by social media. Consumers no longer want to be seen carrying the same products repeatedly, but constantly purchasing new luxury items is both unaffordable and unsustainable," says Jaiswal.

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Sustainability and environmental impact:

Beyond the cost advantage, the environmental benefits of second-hand luxury shopping are substantial. The fashion industry is one of the largest contributors to pollution, with fast fashion leading to excessive textile waste and carbon emissions. Jaiswal emphasises the positive impact of pre-loved fashion on sustainability and says, “Beyond affordability, buying second-hand significantly benefits the environment. It extends the lifecycle of luxury products, reduces the demand for new manufacturing, and drastically lowers carbon emissions. The fashion industry is one of the largest polluters, and by choosing preloved, consumers can help cut down on CO2 consumption, water waste, and landfill overflow.”

By giving luxury fashion a second life, consumers contribute to reducing the environmental footprint of the industry. Purchasing pre-loved pieces conserves resources, prevents unnecessary waste, and promotes a more ethical approach to fashion. With increasing awareness and accessibility, the pre-loved luxury market in India is poised for continued growth.