Forever Now

NEVOLD is more than a sustainability initiative; it’s Chanel’s bid to redesign the fashion ecosystem from within.

Luxury is oft defined by timelessness — a garment that lasts, a handbag passed down to a lucky daughter, a scent that evokes memory. But in an era when the world is rethinking consumption, Chanel’s latest move reframes what “timeless” can mean. Enter NEVOLD, short for Never Old, the French label’s newly established, independent entity devoted entirely to circularity.

NEVOLD is more than a sustainability initiative; it’s Chanel’s bid to redesign the fashion ecosystem from within. Conceived as a B2B hub, NEVOLD pulls innovators together — from textile specialists to start-ups and research institutions — all committed to transforming discarded luxury components into the materials of tomorrow. Its goal makes perfect sense in today’s environment, and in a way, rather poetic: to restore value to materials like silk, cashmere, leather, cotton and wool that once defined elegance and make sure they continue to tell their stories, even in new forms.

Under the leadership of Sophie Brocart, an engineer and the visionary credited with reviving the House of Patou, NEVOLD signals a new pursuit in the making: that of the recycling agent. Brocart’s appointment in January 2025 marks not just a shift in operations but a cultural shift as well — one that merges Chanel’s elegance with a future-facing conscience.

By uniting pioneers like L’Atelier des Matières, Filatures du Parc and Authentic Material, NEVOLD serves as a lab for reinvention. Its willingness to partner with those beyond the realm of fashion — including sports, hospitality and other creative industries — proves something Chanel has always known, that luxury thrives when it leads, not follows.