<p>Stakeholders are increasingly aware of sustainability issues concerning luxury brands. Although several luxury brands have integrated corporate social responsibility (CSR) practices into their business models to tackle such issues, CSR is currently in crisis due to increased stakeholder scepticism as to its genuineness. Recent research has advocated the concept of conscientious brands (CBs) to tackle the reputational crisis of CSR and reflect brands’ authentic commitment to society and the environment, which often includes adopting circular business models (CBMs). To explore the potential integration of CBs and CBMs, this paper employs a theoretical synthesis approach to propose a conceptual framework, serving as a basis for future empirical research. The paper uses Vivienne Westwood as an illustrative example of a luxury brand that possesses CB and CBM components. The conceptual framework provides an understanding of how CBs develop a belief system, derived from their experience and perceived role in the world, leading to consistent actions to capture economic, social, and environmental value. Additionally, it provides brand managers with an understanding of brand purpose and the need to reflect a brand’s authentic commitment to society and the environment, through designing a value proposition, creating and delivering value, and capturing value with different stakeholders.</p>