Vegan Luxury and Innovation

This chapter explores the central role of innovation in vegan luxury, contrasting it with the conservatism of its traditional form. It distinguishes incremental and disruptive forms of innovation while also proposing a broader framework based on impact and speed, resulting in four categories: organic, continuous, groundbreaking, and hyperactive innovation. Each is analysed in terms of risks, returns, and applicability to vegan luxury, with special emphasis on the experimental development of new materials such as mushroom, mango, and cactus leathers. The discussion highlights how vegan luxury frequently aligns with disruptive and hyperactive innovation, reflecting the urgency of producing animal-free alternatives that meet the quality, durability, and aesthetic expectations of the luxury market. Beyond material advances, this chapter also examines process and commercial innovation, particularly the adaptations required in sales and consumer communication, where ethical and technical dimensions are central. Finally, it situates vegan luxury within wider debates on research and development, resource allocation, and the paradox between innovation and the timelessness associated with luxury.