A Conversation with Diana Verde Nieto: The Future of Sustainability, Repair, and Luxury

The Evolution of Sustainability in Luxury & Fashion

Hannah Rasekh: Sustainability has evolved significantly over the years, from being a niche concern to a mainstream business priority. Your career has been dedicated to reshaping businesses through innovation. How has your perspective on sustainability changed over time?

Diana Verde Nieto: The concept of climate change has been around since the 19th century, but businesses have largely continued as usual. Over time, sustainability has been rebranded—first as CSR, then ESG, and now as part of regulatory frameworks. But at its core, sustainability has always been about balancing growth with minimising environmental impact while enhancing social good.

I don’t think we need more awareness about climate change. The real challenge is execution. Businesses need to recognise three key things: firstly, that sustainability must be integrated into the agenda, not just a marketing play. Secondly, that mission-driven growth is possible. And lastly, that you cannot have impact without profit.

Sustainability needs to become second nature to businesses—just like digital marketing did. Nobody talks about “digital marketing” anymore; it’s just marketing. The same needs to happen with sustainability. It must be democratised across organisations, rather than existing in a silo.

The Role of Repair in Circularity & Business Strategy

Hannah Rasekh: Repair has traditionally been an afterthought in fashion—something consumers turn to when an item is damaged. But with circularity gaining traction, brands are starting to see it as an opportunity to build deeper customer relationships. How do you see repair evolving as part of business strategy?

Diana Verde Nieto: The concept of 'brand as a service' isn't new, yet the fashion industry has been slow to embrace this transformative approach. Historically, the disposable nature of fast fashion rendered repairs impractical due to poor garment quality. However, emerging legislation is now compelling brands to prioritise repair and maintenance, shifting responsibility onto producers and making sustainability practices not just advisable but essential.

Beyond mere compliance, there exists a significant untapped potential in offering alterations and custom sizing. Humans come in diverse shapes and sizes, yet the fashion industry frequently overlooks this fundamental reality. Sizes vary drastically between brands, leaving consumers frustrated and underserved. Incorporating alterations as a standard practice within business models not only caters to individual needs but also fosters inclusivity, particularly within a global marketplace characterised by diverse body types.

Luxury brands, especially, have an opportunity to deepen customer loyalty and satisfaction by providing comprehensive care and repair services. Apple's success with AppleCare demonstrates the powerful impact ongoing product support can have on customer relationships and long-term revenue. By adopting a similar model, fashion brands can extend product lifecycles, enhance consumer engagement, and reinforce their commitment to sustainability.

Luxury, Heritage & Repairability

Hannah Rasekh: Luxury brands frequently highlight their heritage and craftsmanship, yet many hesitate to design products with repairability in mind, as it contradicts the idea of their products being “timeless”. Should luxury brands prioritise repairability from the outset?

Diana Verde Nieto: Many already do. Brands like Mulberry, Chanel, and Hermès have extensive archives for repair materials. However, it’s not just about storing spare parts—it’s about developing smart repair solutions. Often, a full replacement isn’t necessary; minor fixes like reconditioning leather or repairing scratches can extend a product’s lifespan without full-scale intervention. The challenge lies in defining what falls under a brand’s responsibility versus what is general wear and tear. The watch industry provides a great model—Rolex and Seiko service watches regardless of age. Fashion could implement similar trusted repair networks.

The Future of Repair: A Business Model Shift

Hannah Rasekh: Younger consumers are more engaged in resale, repair, and sustainability. Do you think repair can ever become aspirational, in the same way vintage has?

Diana Verde Nieto: No, I don’t think repair itself will ever be aspirational. But what’s important is the peace of mind it offers. Customers want to know their luxury items will be taken care of. The success of brands like Apple proves that consumers value a service-based model. This should extend to fashion, shoes, and even jewellery.

AI & The Future of Craftsmanship

Hannah Rasekh: Your work with Edify Collective focuses on AI-powered microlearning. Do you see AI playing a role in scaling repair solutions?

Diana Verde Nieto: AI has potential, but we’re still in the early stages. The real power lies in machine learning and data-driven insights. AI could help streamline craftsmanship knowledge, ensuring that traditional repair techniques are preserved and shared. Platforms like Save Your Wardrobe can play a role in bridging this gap by connecting brands with specialists and facilitating knowledge-sharing.

Final Thoughts: The Economic Case for Repair

Hannah Rasekh: With regulations tightening, many brands are still hesitant to embrace repair. What advice would you give them?

Diana Verde Nieto: The global economic landscape is shifting. Disposable incomes are shrinking, and consumers will be more mindful about purchases. Repair and alterations will become essential—not for sustainability alone, but for financial reasons. Brands need to meet consumers where they are. A customer who can’t afford a new wardrobe might invest in tailoring their existing one instead. This isn’t just about circularity—it’s about doing smart business. So I’d tell them to forget about sustainability and to think about money and new revenue streams that come from circularity. To think about their business from both an economic perspective but also a planetary perspective.

Key Takeaways

• Sustainability needs to be fully integrated into business strategy, not just a marketing tactic.
• Repair and alterations are an opportunity for brands to build deeper customer relationships and drive loyalty.
• The future of fashion lies in service models—offering longevity, maintenance, and care as key elements of customer experience.
• AI and machine learning have the potential to safeguard traditional craftsmanship and scale repair solutions.
• With economic headwinds ahead, repair is becoming not just an ethical choice, but a necessary one for consumers and brands alike.
• Ultimately, education is the essential catalyst for transformative change—equipping individuals in organisations with the practical, future-focused skills necessary to lead sustainably, innovate boldly, and collaborate effectively is the future. At Edify Collective, we offer accessible, actionable, and skill-based learning, driving meaningful impact for a better tomorrow.

At Save Your Wardrobe, we’re excited to continue this conversation and work towards making repair and aftersales a seamless and integrated part of the fashion industry. Stay tuned for more insights and collaborations!