Traditional luxury studies where captured in conspicuous consumption arguments to show off with purchasing power. Traditional luxury consumption centered around sumptuousness and opulence in spending when obeying to the whims of fashion and showing off with splashing enormous amounts of money for unnecessities. In the days of sustainability and global warming, however, these antique luxury moments have come under scrutiny for the enormous carbon-footprint of lavishness. Social online media have started a cult of shaming people’s unsustainable consumption patterns and corporations’ unreflected luxury consumerism catering. A new generation is rising, in which conspicuous luxury consumption passes for conscientious luxury moments that center around minimalism and simplicity in the overall ignorance of consumption of materialistic goods. Anti-consumerism has become the new luxury moment and status symbol of the really wealthy. Decluttering of interior design and biophilia architecture are additional innovations of conscientious luxury that have been exacerbated by the COVID-lockdown period. This chapter addresses the overall trend change towards sustainable consumption as today’s luxury moment theoretically and with real-world relevant examples.