Abstract
This study examines whether sustainability‐oriented product cues are associated with differences in perceptions of brand coolness among Generation Z consumers in the context of circular luxury, using a Louis Vuitton Keepall scenario as the empirical setting. A cross‐sectional quantitative design was employed, and data were collected from 289 Generation Z students in France across three scenarios: new, second‐hand in excellent condition, and made with at least 50% recycled materials. The findings indicate that the second‐hand and recycled‐material descriptions were associated with higher perceived coolness than the new‐product description. This pattern is interpreted in relation to environmental consciousness, uniqueness, and fashionability. These findings have implications for luxury brands seeking to remain relevant among environmentally conscious younger consumers while developing circular luxury initiatives. Future research should explore cross‐cultural dimensions and the experiential appeal of sustainable luxury fashion.