Chanel unveils 'new era' as France holds throwaway fashion accountable
New era for fashion begins as top designer brand wakes up to global climate crisis. Major fashion house, Chanel, shows awareness of throwaway fashion, weaving sustainability into their business model
Chanel is one of fashion's big leaders, renowned for its sophisticated and chic designs that we often spot on the catwalk. Long-established fashion house Chanel gives off a cool and timeless vibe with all the elegance of must-have French fashion.
Now, the iconic brand has announced a new separate platform, Nevold, that will focus on working pre-owned fashion into stunning new designs and limited edition pieces with the same luxurious look, while tackling the new trend of sustainability.
Chanel is waking up to consumer's awareness of throwaway fashion and they've weaved sustainability into their business model, it's an exciting move for the fashion house as Nevold reveals a beautiful range of styles. Chanel is reducing waste, but there's absolutely no compromise on the look - and the Nevold range is already turning heads.
Nevold (an abbreviation of never old) will offer sustainable luxury and circular fashion - and it's a brand new label for Chanel. Nevold will aim to unite many brands, manufacturers and fashion innovators with its aim to significantly reduce textile waste.
The luxury clothes will go on to become lush forever fashion as upcycled couture becomes one of the main things consumers want. It comes after the announcement of a scheme in France that encourages citizens to repair their existing clothes instead of purchasing new items - with cash offered to those who don't throw them away.
The French government wants to improve sustainability and influence their consumers away from 'fast-fashion' brands, while creating new jobs by supporting the recycling industry. The government has been outspoken about its commitment in dealing with the rise of 'fast fashion' and the seriousness of consumer-landfill.
President of fashion at Chanel (and Chanel SAS), Bruno Pavlovsky told Vogue Business about the new climate-aware venture. He said: 'At Chanel, we didn't destroy unsold products. But we also didn't yet have a real system to understand their full potential. Nevold is that system.'
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On Instagram, Savoir Magazine shared a post about the new Nevold label, describing the move to sustainable fashion as signalling 'a deeper commitment to circular fashion'. Savoir Magazine shared an image of a stunning yet effortlessly wearable sky blue two-piece by Nevold - which shows just how impressive this high-end recycled fashion looks.
In the post Savoir Magazine wrote: 'Chanel has unveiled Nevold, its latest business venture dedicated to recycling textile waste and reimagining how materials are used in the luxury sector.'
Sustainable fashion brand Gbadebo described Chanel's move as a 'cultural reset' in a blog post on the Gbadebo website. Kemi Gbadebo, who launched her own fashion brand using recycled fabrics, blogged her thoughts about the new Nevold venture.
Kim wrote: 'It's kind of genius. Luxury resale is booming. Gen Z are way more likely to buy second-hand than drop £3k on a handbag straight off the runway. Brands like Chanel see the writing on the wall - sustainability isn't just the ethical move, it's the profitable one.'
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