Chanel Launches Nevold to Lead in Luxury Recycling Innovation

Chanel has unveiled Nevold, a new independent platform dedicated to scaling recycled material use across the luxury sector. Far from a marketing initiative, Nevold is positioned as a third strategic pillar of the fashion house, alongside its fashion and Métiers d’Art divisions.

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Driven by growing material scarcity and sustainability pressures, the platform aims to transform how luxury brands source and reuse materials. Chanel has already explored circular practices — from recycled tweeds to using leather waste in shoe structures — but Nevold formalizes and expands these efforts.

Led by Sophie Brocart, former CEO of Patou, Nevold will operate beyond Chanel, offering B2B services. Key partners include L’Atelier des Matières, Filatures du Parc, and academic institutions like Cambridge University. The initiative addresses the increasing vulnerability of core materials like cotton, wool, and leather due to environmental and geopolitical factors.

Chanel’s Bruno Pavlovsky emphasizes that Nevold isn't about short-term ROI or replacing nature, but about preparing for long-term resilience: “We’re not setting targets like ‘50% recycled content tomorrow.’ Our goal is to ensure we can continue to create dreams — responsibly.”

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