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LVMH makes a sustainable fashion move with a digital deadstock resale platform

LVMH makes a sustainable fashion move with a digital deadstock resale platform

Meet Nona Source

Text: Lidia Ageeva


Image: Nona Source

Building a more sustainable fashion eco-system is not a quick-fix, throwaway trend. For real, lasting, change in the industry it's really about embracing long-term positive impacts in every aspect of production. The news that LVMH, the biggest luxury conglomerate in the world, is launching its own deadstock resale platform signals a systemic shift. As part of the group's environmental program LIFE 360, Nona Source (the name derives from Nona, symbols of human destiny in Roman Mythology, who spins the threads of life), will feature the most high-quality fabrics and leathers from the LVMH Fashion and Leather Goods Houses — from Dior, Givenchy, Loewe, CELINE and more.

The project is being developed as a start-up within the group's idea incubator, DARE (an acronym for Disrupt, Act, Risk to be an Entrepreneur) by three young experts from the group's brands — Romain Brabo, Marie Falguera and Anne Prieur du Perray, who have been working on the product for more than a year now. The dedicated digital resale platform essentially buys deadstock from the brands of the group to sell it later to the young creatives and emerging brands. All fabrics are available at competitive prices (up to 70 percent off from original price tag). And, most importantly, nobody will be obliged to order bigger quantities to make fabric shopping more affordable (one can purchase two to twelves metres, depending on the fabric).

For the launch, the website proposes 100,000 metres of 500 fabrics and 1,000 metres of leather (all from one unnamed Parisian couture house). The selection is vast, and the users can scroll and zoom to have a closer look at each and every fabric available on the website. There are also special videos to mimic the "Touch & Feel" experience of fabric-sourcing, making the digital buying experience as real as possible (the founders promise that later they’ll participate in physical showrooms as well).

"I would go to warehouses, and I saw the multiplication of deadstocks," explains Romain Brabo, who used to work at Givenchy and Kenzo as an expert in material purchasing and manufacturing, in an interview with Vogue Business. "I thought: on one hand, there are young designers seeking beautiful fabrics to make their collections; on the other hand, couture houses are storing materials they have no use for. How to create a link between them?".

This story was first published on Buro. London.