Chanel bets on Nevold: can luxury really become circular?
What if the future of luxury lay not in novelty, but in regeneration? With Nevold, Chanel embarks on a strategic shift that combines creation and responsibility.
Chanel enters the circular era
Announced on June 9, Nevold – a subtle contraction of never old – is not simply a recycling program, but a new entity in its own right. It joins the Fashion and Métiers d’Art division, becoming Chanel’s third official branch. Headed by Sophie Brocart, formerly of Patou, this ambitious project has a clear objective: to reinvent the raw materials of tomorrow.
The idea? To give a second life to dormant stocks, unsold items, textile scraps… but also to recycle the waste of other brands ready to follow this logic. Chanel doesn’t want to make Chanel from Chanel, but to create a shared supply chain where recycled becomes the new standard.
Luxury, scarcity and regulation: the hidden stakes
If Chanel is taking action today, it’s also in anticipation. The increasing scarcity of noble materials such as silk and cashmere, threatened by climate change, is prompting the major fashion houses to rethink their sourcing. As Bruno Pavlovsky, President of Chanel’s fashion division, points out, it is becoming urgent to imagine materials that are as qualitative as they are sustainable – and ultimately less costly than plastic.
Future European regulations will soon impose greater transparency on textile waste management. Chanel wants not only to be ready, but to set the tone for responsible luxury.
A collective ambition, strategic partners
With an initial investment of between 50 and 80 million euros, Nevold relies on solid allies: L’Atelier des Matières, Filatures du Parc and Authentic Material. The aim is to extend this circularity to other sectors such as sports, automotive and aviation.
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