Chanel has officially launched Nevold, a groundbreaking Platform Business-to-Business (B2B) focused on sustainable luxury and circular fashion. Disagosed on 10 June, the initiative marks an important turning point in the continuous settlement of fashion industry with environmental impact. More than a statement, Nevold is a strategic shift-one that underlines the deepening of Chanel for circularity, innovation and long-term responsibility.
Nevold is at the intersection of technology, sustainability and craftsmanship. It is designed to bring brands, manufacturers and creative innovators together under one digital roof – all united by the aim of reducing waste and extending the life cycle of luxury goods. From textile recycling and regenerative material purchasing to resale, repair and upcycling, the platform offers a full-spectrum solution. And faithful to the inheritance of Chanel, every process is expected to maintain the uncompromising standards of the Huis for Quality and Design.
Nevold: Chanel’s ambitious new chapter in circular luxury
Colored from the words ‘never’ and ‘old’, is Nevold’s leading philosophy to give materials a longer, more meaningful life, which was once considered waste in the luxury sources of the future. This daring, future -oriented initiative is led by Sophie BrocartFormer CEO of LVMH’s Patou, and serves so much more than an internal tool. Instead, it is an open platform – one that welcomes cooperation in the fashion industry and beyond.
Supported by a substantial investment of € 50-80 million, Nevold represents a serious commitment of Chanel, not only for innovation, but also for transformation. One of the most important pillars is the collection and upbringing of remaining materials and factory device of Chanel’s own production lines. These remains are re -conceived in premium components and then re -introduced in creating new pieces, so that both the design of the house and the standards of excellence retain.
In addition, the Platform actively innovates composite materials, where recycled fibers are combined with virgin materials to meet the famous exhibiting specifications of Chanel. The goal is not only to recycle – it is to regenerate, refine and lift the bar for what circular luxury can look like.
“We started to ask ourselves what happens to the materials that don’t make it an end product, or who reach the end of their first lives,” said Chanel’s president of fashion, Bruno Pavlovsky. “At Chanel we did not destroy not sold products. But we also had no real system to understand their full potential. Nevold is that system.”
With Nevold, Chanel not only forms a precedent for sustainable luxury, but also invites the rest of the industry to take on the challenge. It is a vision of the future of fashion – faces, consciously and decides couture.
The need for Nevold
The luxury fashion industry is at a crucial intersection. On the one hand, the demand for sustainable practices is growing rapidly, powered by conscious consumers and urgent environmental problems. On the other hand, the purchase of high -quality, traceable raw materials is becoming increasingly difficult.
The core of this challenge is five core materials: cotton, wool, cashmere, silk and leather. Together they form almost 80% of the material volume of Chanel. But today these fibers are more difficult to find sustainable. Climate change, land degradation and rising geopolitical tensions all disrupt global supply chains, creating uncertainty about both availability and quality.
“We try not to replace what nature gives us,” Pavlovsky explains. “But the ability to get the best quality with full transparency and traceability becomes more difficult. Nevold is how we explore alternatives in the long term for next season, but for the next generation.”
This shift is not only about ethics – it’s about survival.
He continues: “It is becoming increasingly important and more strategic for us. If we want to continue to exist and do what we do, we must anticipate and see how we can reconsider this idea of materials and raw materials.”
With Nevold, Chanel is actively confronted with these realities. The goal is clear: build a future where craftsmanship, luxury and sustainability can co -exist, without a compromise.
From waste to Waard: Nevold’s material-first approach
Nevold tackles Mode’s sustainability crisis, not by upcycling finished products, but by innovating at component level. The core mission is to create hybrid materials, to combine recycled fibers with virgin, to dramatically reduce waste without jeopardizing luxury standards.
The results are already displayed. Nevold, for example, has developed a technique to convert waste into flexible, sustainable components. Nowadays these are used in more than 30% of certain Chanel shoe lines. This method not only retains the performance and quality, but also fits seamlessly with the iconic aesthetics of Chanel.
Strategic collaborations: Shell
Chanel understands that it cannot solve the sustainability puzzle alone. That is why Nevold is being built as an open platform, which encourages cooperation in fashion and material innovation ecosystems. “Chanel is in itself too small to build the scale that requires this,” says Pavlovsky. “That is why we have made a separate, open platform that can bring in others.”
Partnerships play a crucial role. Nevold cooperates with market leaders such as Filatures du Parc, a French wool spinner who is known for its environmentally conscious methods, and ETH Zurich, one of Europe’s best science and technology institutions. “It’s not about Chanel recovering wastage to do Chanel,” Pavlovsky added. “It is Chanel that Chanel’s waste is recovering and from the person who is on the market that is ready to sell us the waste to recreate new types of materials.”
This cooperation spirit is rare on luxury fashion, where confidentiality is often the norm. But by bundling knowledge and resources, Nevold unlocks scalable solutions that can benefit the entire industry. From small studios to global fashion houses, other brands can use this ecosystem, which accelerates their sustainability goals without starting all over again.
A long -term vision rooted in inheritance
It is important that Nevold is not a solution in the short term. It is a daring, future -oriented obligation that will take years, possibly decades, to fully realize. But Chanel plays the long game. “It’s not about 50% of our materials being recycled tomorrow,” Pavlovsky emphasized. “What is mandatory at Chanel is to create a dream. Nevold gives us the opportunity to keep doing that, because if we don’t try it now, we will never be ready for what is coming.”
This approach is in line with the wider climate goals of Chanel under its mission 1.5 ° initiative. The brand is intended to reduce carbon emissions in half by 2030 and Net-Nul by 2040. Nevold is crucial for that mission, offers new ways to reduce dependence on virgin materials, reduce energy consumption and eliminate waste from the production process.
By redefining luxury from the inside, Nevold Chanel – and the wider industry – positions for a more expensive future. Not only by maintaining craftsmanship, but by ensuring that it can continue to exist.
Featured image: Chanel
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