Chanel is stepping into the future of fashion, not with a new fragrance or a limited-edition piece, but with Nevold.
This is a quietly revolutionary recycling platform that is transforming how the luxury house is thinking about materials. And no, it's not looking like a PR strategy, but something much bigger.
What is Nevold?
Short for never old, Nevold is Chanel's new independent division dedicated entirely to circularity. It's not about resale or vintage gems, but about rebuilding fashion from the inside out.
The division works with upcycled leather, recycled tweeds, and yarn spun from materials that were once considered waste. All reimagined into unique pieces that meet the uncompromising luxury standards Chanel is known for.
Image source: BoF
The platform is designed to be business-to-business. This means it's open for use by other brands as well, turning Chanel's commitment into a wider industry movement.
Why Now?
Luxury fashion faces a predicament. Valuable materials like cashmere, silk, and leather are becoming harder to trace, source, and scale. As Chanel's president of fashion, Bruno Pavlovsky, puts it:
"We're not trying to replace what nature gives us. But the ability to get the best quality with full transparency is becoming more difficult. Nevold is how we explore long-term alternatives for the next generation."
Behind the scenes, Chanel has already been using recycled threads in their fabrics and swapping out plastic components in shoes for upcycled leather. Nevold now formalises that work and makes it scalable.
Image source: Vogue Business
The Brains Behind It
At Nevold's lead is Sophie Brocart, former CEO of Patou and a trained engineer. She's bringing together a dream of innovation partners, including:
L'Atelier des Matières: In charge of dismantling and sorting used garments.
Filatures du Parc: Experts in spinning recycled yarns.
Authentic Material: Upcycles raw materials into new design components.
Together, they're giving used materials a second life without compromising on quality, style, or structure.
What Can You Expect?
Nevold is making an impact. For the moment, Chanel is not planning on setting strict quotas on recycled content; however, Nevold's subtle innovations are already visible across its collections. Tweeds made with recycled yarn, bags supported by leather waste, heels made with upcycled materials instead of plastic...
Image source: Vogue Business
As Pavlovsky says:
"At Chanel, we didn't destroy unsold products. But we also didn't have a real system to understand their full potential. Nevold is that system."
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What is Nevold?
Nevold is Chanel’s newly launched independent division dedicated to developing recycled materials at scale. It’s a business-to-business platform that reimagines waste into high-quality components for luxury fashion.
What kinds of materials does Nevold work with?
Nevold focuses on circular materials like upcycled leather, recycled tweed, and yarns spun from pre-consumer waste such as textile offcuts and unsold products.
