{"id":173348,"date":"2025-06-14T11:00:00","date_gmt":"2025-06-14T09:00:00","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2025\/06\/14\/chanel-bets-on-nevold-can-luxury-really-become-circular\/"},"modified":"2025-06-14T11:00:56","modified_gmt":"2025-06-14T09:00:56","slug":"chanel-bets-on-nevold-can-luxury-really-become-circular","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2025\/06\/14\/chanel-bets-on-nevold-can-luxury-really-become-circular\/","title":{"rendered":"Chanel bets on Nevold: can luxury really become circular?"},"content":{"rendered":"\n<p><strong>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. <\/strong><\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\">Chanel enters the circular era<\/h2>\n\n<p>Announced on <em>June 9<\/em>, <strong>Nevold<\/strong> &#8211; a subtle contraction of <em>never old<\/em> &#8211; is not simply a recycling program, but <strong>a new entity in its own right<\/strong>. It joins the Fashion and <em>M\u00e9tiers d&#8217;Art<\/em> division, becoming Chanel&#8217;s <strong>third official branch<\/strong>. Headed by <strong>Sophie Brocart<\/strong>, formerly of Patou, this ambitious project has a clear objective: to <strong>reinvent the raw materials of tomorrow<\/strong>.  <\/p>\n\n<p>The idea? To give a second life to <strong>dormant stocks<\/strong>, <strong>unsold items<\/strong>, <strong>textile scraps<\/strong>&#8230; but also to recycle the waste of other brands ready to follow this logic. Chanel doesn&#8217;t want to make Chanel from Chanel, but to create a <strong>shared supply chain<\/strong> where recycled becomes <strong>the new standard<\/strong>.  <\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\">Luxury, scarcity and regulation: the hidden stakes<\/h2>\n\n<p>If Chanel is taking action today, it&#8217;s also in anticipation. The increasing scarcity of noble materials such as <strong>silk and cashmere<\/strong>, threatened by climate change, is prompting the major fashion houses to <strong>rethink their sourcing<\/strong>. As <strong>Bruno Pavlovsky<\/strong>, President of Chanel&#8217;s fashion division, points out, it is becoming urgent to imagine materials that are as qualitative as they are sustainable &#8211; and ultimately less costly than plastic.  <\/p>\n\n<p>Future <strong>European regulations<\/strong> will soon impose greater transparency on textile waste management. Chanel wants not only to be ready, but to <strong>set the tone<\/strong> for responsible luxury. <\/p>\n\n<h2 class=\"wp-block-heading has-text-align-center\">A collective ambition, strategic partners<\/h2>\n\n<p>With an <strong>initial investment of between 50 and 80 million euros<\/strong>, <strong>Nevold<\/strong> relies on solid allies: <em>L&#8217;Atelier des Mati\u00e8res<\/em>, <em>Filatures du Parc<\/em> and <em>Authentic Material<\/em>. The aim is to extend this circularity to other sectors such as <strong>sports<\/strong>, <strong>automotive<\/strong> and <strong>aviation<\/strong>. <\/p>\n\n<p>Also read: <a href=\"https:\/\/www.parisselectbook.com\/en\/2025\/06\/13\/celine-song-changes-everything-with-materialists-but-why-is-this-film-already-creating-a-buzz\/\">Celine Song changes everything with \u201cMaterialists\u201d&#8230; but why is this film already creating buzz?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":3,"featured_media":173317,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2685],"tags":[],"quartier":[],"class_list":["post-173348","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-du-luxe-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chanel bets on Nevold: can luxury really become circular?<\/title>\n<meta name=\"description\" content=\"What if the future of luxury lay not in novelty, but in regeneration? 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