Despite rising sales, luxury goods manufacturers are facing significant social changes and are therefore challenged to integrate (new) values into their products. Integrating sustainability into brand strategies could redefine demonstrative consumption and enable luxury goods manufacturers to take a leading role in sustainable consumption. This paper assesses how far luxury goods manufacturers have progressed in their sustainable transformation. Using the example of three luxury fashion labels, sustainability measures were examined in the context of ESG-criteria, value chain activities, forms of sustainability consumption and from a legal perspective. Results show a focus on ecological measures and supporting value chain activities. Initial efforts to transition to a circular economy were identified although they represent experiments. From a legal perspective, the measures are likely to be voluntary disclosures.