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The Future of Luxury May Be Circular: Chanel Is At Its Forefront
Known as a pioneer in fashion since its founding back in 1913 for freeing the female figure, now Chanel has made another significant move, cementing once more its position as one of the world’s leaders in fashion and luxury. In a world where “sustainability” is often reduced to marketing slogans, Chanel’s latest move feels unusually ambitious. The French maison has launched Nevold, an independent venture led by Sophie Brocart, the former CEO of Patou, with a mission to reshape how luxury handles its waste.
Unlike brand initiatives that focus solely on their own supply chains, Nevold will operate as a B2B platform, working not just with Chanel but across the luxury sector. At its core is a close collaboration with L’Atelier des Matières, a Chanel-founded company dedicated to dismantling end-of-life products and sorting materials by type. Once limited to processing Chanel’s own production remnants, the atelier now partners with other houses, reinforcing the notion that sustainability in fashion demands cross-industry cooperation.
Nevold’s reach will extend further still, joining forces with Authentic Material and Politecnico di Milano to explore cutting-edge methods for material recovery and reuse. This is not simply about reducing waste, it is about redefining it as a resource.
The timing is telling. A new generation of consumers is pushing brands harder than ever to meet environmental standards without sacrificing design, function, or craftsmanship. For an industry under increasing scrutiny for its environmental footprint, Nevold offers a compelling – if cautious – blueprint.
Critics, however, remain unconvinced that circularity alone can address fashion’s climate impact. Without a significant reduction in overproduction, they warn, recycling risks becoming a justification for making more, not less.
Nevold’s stance is measured. The company rejects quick fixes and rigid KPIs, choosing instead a long-term approach rooted in experimentation, innovation, and enduring change. Transparency and traceability are not just talking points but foundational principles.
If a house as influential as Chanel commits to collaborative sustainability, it sets a precedent the rest of the industry cannot ignore. The question now is whether others will match the urgency – or be left behind.
Image credit: Chanel
