Chanel’s Nevold Pushes Circularity Frontier

On Monday, French luxury house Chanel officially introduced Nevold—a newly established, independent platform focused on circularity and responsible material innovation. Taking its name from the phrase “Never Old,” Nevold marks a significant step forward not only for Chanel but also for the broader luxury industry. The initiative offers a glimpse into what a future-proofed, post-linear supply chain could look like—a vision especially resonant for China’s rapidly evolving luxury landscape, where sustainability is no longer peripheral but central to brand credibility.

Positioned as a B2B ecosystem, Nevold brings together companies, start-ups, and academic institutions with the shared goal of developing next-generation luxury materials. Recycled fibres that meet the stringent standards of luxury, in terms of both feel and provenance, are at the heart of the mission. Already, Nevold counts among its founding collaborators L’Atelier des Matières, Filatures du Parc, and Authentic Material, each committed to restoring the value of high-quality textiles and leathers.

Perhaps most significantly, Nevold is structured as an independent entity, distinct from Chanel’s own commercial operations. This model allows it to collaborate across industries and brands—a key move if circularity is to scale meaningfully. Chanel notes that future partnerships may extend beyond fashion into sports and hospitality, sectors that generate large volumes of premium materials like wool, silk, cotton, and cashmere that could be revalorized.

Nevold is part of a broader movement of luxury houses reimagining product lifecycles, not only to reduce waste but to generate new forms of craftsmanship, employment, and storytelling. The platform introduces a new role: the “recycling agent,” a profession Chanel sees as crucial to luxury’s next chapter.

For China, which has grown from luxury’s biggest consumer base to one of its most influential innovation zones, Chanel’s launch of Nevold arrives at a compelling time. Domestic brands are embracing sustainability through craft-focused storytelling, while young consumers are pushing international houses to back up values with action. Initiatives like Nevold show a clear shift from one-off sustainability campaigns to deep structural rethinks—the kind that can inspire and collaborate with Chinese manufacturers, textile labs, and design schools.

At the helm of Nevold is Sophie Brocart, formerly of Maison Patou, a trained engineer known for her pioneering stance on sustainable luxury. Quietly appointed in January, Brocart brings both technical expertise and fashion industry clout to the role, which is a combination likely necessary to navigate the tension between scalability and luxury’s exacting standards.

As Chinese policymakers continue to prioritize circular economy goals and urban consumers express growing interest in provenance and impact, Chanel’s Nevold may prove a timely bridge between heritage savoir-faire and sustainable reinvention. For a new generation of luxury brands in China and beyond, the message is clear: Materials should age with dignity, not be discarded.