Chanel launches Nevold to pioneer circular solutions in luxury fashion
Chanel has unveiled Nevold, a bold new initiative aimed at redefining circularity within the luxury sector. Announced Monday, the French fashion house described Nevold as an "independent and open entity" dedicated to developing tangible, scalable solutions for circular fashion, reinforcing its long-term commitment to responsible industry transformation.
Taking its name from the phrase “Never Old,” Nevold is positioned as a B2B hub, uniting companies, start-ups, and academic partners to reimagine and restructure the material lifecycle. Its mission: to design and produce next-generation materials that incorporate recycled fibres, without compromising on the hallmark excellence of luxury craftsmanship.
Chanel emphasized that the initiative responds to a growing, shared challenge within the fashion industry — the diminishing availability of high-quality, traceable virgin raw materials. “This ambition is accelerating in the face of a shared observation: the scarcity of high-quality, traceable virgin raw materials calls for a collective response from all industry players,” the brand stated.
Although backed by Chanel, Nevold will operate independently to foster collaboration across the broader luxury and creative sectors. Its founding partners already include L'Atelier des Matières, Filatures du Parc, and Authentic Material — all known for their commitment to revalorizing textiles and leather. Nevold is also actively seeking to expand its network, with plans to partner with industries such as sports and hospitality to repurpose noble materials like wool, leather, silk, cotton, and cashmere that no longer meet the standards of the luxury market.
Former House of Patou executive Sophie Brocart, known for her visionary leadership in sustainable innovation, is leading Nevold. A trained engineer, Brocart quietly assumed the role in January and is now spearheading what Chanel describes as a “profound transformation process” — one that rethinks the product lifecycle and even introduces new professions, such as the “recycling agent,” to the industry lexicon.
As the fashion world faces growing pressure from consumers and regulators to address waste and environmental impact, Chanel’s Nevold initiative stands out as a promising step toward a more circular, collaborative, and sustainable future. How it unfolds in practice could set a new benchmark for luxury brands worldwide.
