As EU regulations accelerate fashion's sustainability reckoning – with EPR requirements taking effect January 2025 and PPWR mandating textile traceability by 2026 – luxury's response reveals a fascinating paradox. While consumer messaging becomes subtler, investments in circular luxury materials surge behind the scenes. Chanel's launch of industrial-scale B2B material platform Nevold, signalling seismic shifts in high-end textile-to-textile recycling.
Nevold represents Chanel's €80M commitment to systemic change through:"We're building our third core business pillar," declares Chanel Fashion President Bruno Pavlovsky. With only 30% of handbags and 50% of shoes currently incorporating recycled leather reinforcements, Nevold addresses luxury's greatest roadblock: scaling circular luxury materials without compromising quality.
• Scaling Authentic Material's leather upcycling
→ Regulatory-compliant end-to-end traceability
📌 Cross-brand material standards
Her team now pioneers "recycling specialist" roles – luxury's newest tradespeople enabling true textile-to-textile recycling.
Chanel's investment signals an industry-wide recognition:"No single brand generates enough waste to achieve scale profitability"- Bruno Pavlovsky. – validating Yooretex's thesis that textile-to-textile recycling demand necessitates industry-wide alliances. Contact Yooretex to benchmark your luxury/textile recycling strategy against emerging EU compliance frameworks and material passports.