LVMH's Nona Source Promotes Sustainability in Luxury Fashion Through Discounted Deadstock Fabrics

Nona Source, an LVMH initiative, sells discounted luxury fabrics to designers, preventing waste and promoting sustainable fashion. This innovative approach is inspiring a new generation of eco-conscious designers.

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Mahnoor Jehangir
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LVMH's Nona Source Promotes Sustainability in Luxury Fashion Through Discounted Deadstock Fabrics

LVMH's Nona Source Promotes Sustainability in Luxury Fashion Through Discounted Deadstock Fabrics

Nona Source, a Paris-based showroom established by luxury conglomerate LVMH, is making strides in promoting sustainability and upcycling in the fashion industry. The initiative, launched three years ago, sells discounted deadstock fabrics from luxury brands to up-and-coming designers, preventing these high-quality materials from being burned or buried.

In 2022, Nona Source sold around 280 kilometers of fabric, enough to create 140,000 clothing items. "We realized we had quite a few materials sleeping in our warehouses," Romain Brabo, the general manager of Nona Source, explained. "The only thing we needed to do was to wake up these sleeping beauties."

Designers like Arturo Obegero, who uses only upcycled and recycled materials, are regular customers at Nona Source. The initiative allows them to work with high-quality fabrics at an affordable price, making sustainable fashion more accessible. "I find my way to have a new life for these beautiful and luxurious materials," Obegero said.

The fashion industry is facing increasing pressure to manage its waste and environmental impact. Initiatives like Nona Source are multiplying as a result, with LVMH also taking steps to improve sustainability in other areas, such as shifting to boat transport and investing in new textile technologies.

Why this matters: The fashion industry is one of the world's largest polluters, and the rise of fast fashion has exacerbated the problem of textile waste. Initiatives like Nona Source demonstrate that luxury brands can play a role in promoting sustainability and upcycling, setting an example for the industry as a whole.

However, some critics argue that LVMH needs to address other sustainability issues, such as the use of PVC plastic in its products. Despite these concerns, Nona Source is seen as a positive step towards promoting sustainability and upcycling in the luxury fashion industry. The initiative is inspiring a new generation of designers, like Charles de Vilmorin, who find value and inspiration in the discounted deadstock fabrics.

Key Takeaways

  • Nona Source, an LVMH initiative, sells discounted luxury fabric deadstock.
  • In 2022, Nona Source sold 280 km of fabric, preventing waste.
  • Designers use Nona Source to access affordable, high-quality sustainable materials.
  • LVMH is taking steps to improve sustainability, such as shifting to boat transport.
  • Nona Source inspires designers to find value in discounted luxury deadstock fabrics.