LVMH’s latest adventure – a platform of undead tissue
The warehouse is near Tours, in western France. Shipping to customers is limited to Europe. “There is a local issue,” says Brabo. “We want to minimize the transport of materials.” Brexit has put a huge question mark on the possibility of shipping to the UK.
On the road, the platform must extend beyond fabrics and leather. “We want to be a creative resource platform in the broadest sense,” says Brabo, citing for future zippers, buttons, stripes and spools of thread. “We would love to have a designer make a 100% collection with dead stock from Nona Source,” he says.
The website with high resolution close-ups of fabrics is designed to entice people to shop online: no samples are available. However, there will be a showroom at the La Caserne incubator in Paris. The incubator starts in June, the showroom will follow in the fall.
Nona Source fits perfectly into LVMH’s broader circular strategy, says Alexandre Capelli, deputy environmental director at LVMH. The group recently unveiled its Life 360 strategy, an environmental performance roadmap made up of four pillars including “creative circularity”. It is a comprehensive program, explains Capelli, including “eco-design, the integration of recycled materials in our products and packaging with percentage targets that will increase by 2023, 2026 and 2030, the testing of new models such as rental and resale, and the avoidance of destruction of unsold products. “
The project is certainly timely, because France is implementing a law prohibiting the destruction of unsold goods. Waste has become a pressing problem in the fashion industry. Queen of Raw’s Stephanie Benedetto warns that there is no time to waste: “If [brands] don’t innovate today and start thinking about it, in 12-24 months the problem will already be too big for them.
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