The fundamental challenge in designing durable infrared-reflective coatings is achieving the ideal combination of both high reflectivity and durability. Satisfying these competing demands is traditionally achieved by deposition of durable layers on highly reflective metals. We overturn the traditional logic of ‘first reflectivity and then durability’ and propose an alternative of ‘first durability and then reflectivity’: First, a transition-metal compound is selected as a durable base; then its reflectivity is improved by incorporating silver/gold to form an alloy or by overcoating a multilayer stack. Two validation experiments prove that the new strategy works extremely well: the coatings thus obtained have infrared reflectivities close to that of aluminum, and their hardness and acid and salt corrosion resistances are 27–50, 400–1 500 and 7 500–25 000 times that of aluminum. The traditional mirror coating (e.g., Al/SiO2 films) is more suitable for moderate environments, while our mirror coating that was obtained by the new strategy (e.g., an Ag-doped hafnium nitride film) is more suitable for harsh environments, such as ones with dust, windblown sand, moisture, acid rain or salt fog. This work opens up new opportunities for highly durable infrared-reflective coatings and rejuvenates the study of transition metal compounds in a completely new area of optics.